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Both the boundary and the underlying mechanism of the effect are discussed in the research. The present research contributes to the literature on companies' online reply patterns by linking their online replies with consumer predictions concerning randomly determined rewards, extends consumer efforts from offline purchases to online comments, and provides insights into the differences between consumer predictions regarding traditional offline promotional events and online promotional events.<\/jats:p>","DOI":"10.4018\/joeuc.2020100108","type":"journal-article","created":{"date-parts":[[2020,10,23]],"date-time":"2020-10-23T14:34:05Z","timestamp":1603463645000},"page":"162-174","source":"Crossref","is-referenced-by-count":1,"title":["Lucky Reply Effect"],"prefix":"10.4018","volume":"32","author":[{"given":"Ming","family":"Chen","sequence":"first","affiliation":[{"name":"Nanjing University of Finance and Economics, China"}]},{"given":"Yidan","family":"Huang","sequence":"additional","affiliation":[{"name":"Huaqiao University, China"}]},{"given":"Shih-Heng","family":"Yu","sequence":"additional","affiliation":[{"name":"National United University, Taiwan"}]},{"given":"Chia-Huei","family":"Wu","sequence":"additional","affiliation":[{"name":"Minghsin University of Science Technology, Taiwan"}]}],"member":"2432","reference":[{"key":"JOEUC.2020100108-0","doi-asserted-by":"publisher","DOI":"10.4018\/JOEUC.2016010104"},{"key":"JOEUC.2020100108-1","doi-asserted-by":"crossref","unstructured":"Adams, J.S. 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