The effect of email invitation elements on response rate in a web survey within an online community

作者：

Highlights：

• We experiment with content of email invitations to web survey in online community.

• Authority, plea for help, and sense of community are tested as soliciting elements.

• Plea for help in an email invitation increases the response rate.

• Using more than one element does not necessary improve the response rate.

• Visits and posts to online community are positively related to the response rate.

摘要

•We experiment with content of email invitations to web survey in online community.•Authority, plea for help, and sense of community are tested as soliciting elements.•Plea for help in an email invitation increases the response rate.•Using more than one element does not necessary improve the response rate.•Visits and posts to online community are positively related to the response rate.

论文关键词：Email invitation,Invitation element,List-based web survey,Online community,Unit non-response

论文评审过程：Received 16 July 2015, Revised 12 October 2015, Accepted 15 November 2015, Available online 17 December 2015, Version of Record 17 December 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.11.025