Why do Experiments Fail? Six Practical Suggestions for Successful Online Experiments
针对旅游与酒店文献中在线实验常不显著的问题，提出六条实用建议，涵盖处理参与者异质性、管理动机与能力、以及优化实验设计，并用三项实证研究支持这些建议。
Experiments are frequently used in the travel and hospitality literature to provide stronger evidence of causal relationships between various constructs. Recently, despite the use of online platforms for experimental studies, such studies have often failed to find significant results, as expected. To increase the probability of obtaining significant results for experiments using online panels, this paper suggests six practical recommendations across three categories: (i) handling less homogenous online participants; (ii) understanding and managing different motivations and abilities in online participants; and (iii) using effective and transparent experimental designs and procedures. This paper provides the results of three empirical investigations to support these recommendations.