School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China.
Cyberpsychol Behav Soc Netw. 2012 Apr;15(4):195-9. doi: 10.1089/cyber.2011.0411. Epub 2012 Feb 3.
Prior research involving response rates in Web-based surveys has not adequately addressed the effect of the reputation of a sponsoring corporation that contracts with a survey provider. This study investigates the effect of two factors, namely, the reputation of a survey's provider and the reputation of a survey's sponsoring corporation, on the willingness of potential respondents to participate in a Web survey. Results of an experimental design with these two factors reveal that the sponsoring corporation's and the survey provider's strong reputations can induce potential respondents to participate in a Web survey. A sponsoring corporation's reputation has a greater effect on the participation willingness of potential respondents of a Web survey than the reputation of the survey provider. A sponsoring corporation with a weak reputation who contracts with a survey provider having a strong reputation results in increased participation willingness from potential respondents if the identity of the sponsoring corporation is disguised in a survey. This study identifies the most effective strategy to increase participation willingness for a Web-based survey by considering both the reputations of the sponsoring corporation and survey provider and whether to reveal their identities.
先前涉及网络调查回复率的研究并未充分考虑与调查提供商签订合同的赞助公司声誉的影响。本研究调查了两个因素，即调查提供商的声誉和调查赞助公司的声誉，对潜在受访者参与网络调查的意愿的影响。对这两个因素进行实验设计的结果表明，调查提供商和调查赞助公司的良好声誉可以促使潜在受访者参与网络调查。调查赞助公司的声誉对网络调查潜在受访者的参与意愿的影响大于调查提供商的声誉。如果在调查中隐藏赞助公司的身份，那么与声誉良好的调查提供商签订合同的声誉较弱的赞助公司将导致潜在受访者的参与意愿增加。本研究通过考虑赞助公司和调查提供商的声誉以及是否透露其身份，确定了提高网络调查参与意愿的最有效策略。
