Abstract
In B2C sharing-service businesses, customers can generate tragedy of the commons. Sharing companies need to prevent it, however, few studies have empirically examined it. To fill this gap, this study examines the effects of design and communication factors of customer reward program. Specifically, this study examines that the degree of motivation to achieve the goal varies depending on the goal type, reward type and focused area of goal progress. Data was collected using a scenario-based online survey with a 2(goal type: attainment vs. maintenance) x 2 (reward type: egoistic vs. altruistic) x 2 (focused area of goal progress: completed vs. remaining) between-subject experimental design. A three-way ANCOVA analysis showed that main effect of design factors and the interaction effect between the two design factors were significant. However, the main effect of a communication factor and the interaction effect between the design factors and the communication factor were not significant.
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