Does Material Incentive Really Improve the Response Rate in Web-based Survey? - A Classification Model of the Potential Respondents

To strive to uncover the incentive role in the Web-based survey, this paper inspects the correlations of material incentive, data quality, attitude, preference, and preceding experience from the participant perspective. Based on four statistical test findings, the potential respondents are classified into four groups: "loyalist", "trader", "stager", and "speculator". A model based on four quadrants is constructed. To use the incentive effectively, incentive should be given to those who belong to the group of "trader", otherwise, the incentive is ineffective