What motivates consumers to write product reviews through electronic Word of Mouth (eWOM)

Topics: Motivation, Regression analysis, Social responsibility Pages: 8 (4229 words) Published: November 3, 2014

-2458720292100What motivates consumers to write product reviews through electronic Word of Mouth (eWOM)Course: BRM 1.1/1.2 (IBA) Academic year: 2011-2012
Date: 25-11-2011
Teacher: Saima BantvawalaGroup: 1.01
Team: H
Student name/ID: Alemayehu Mesele Belay
Table of contents
Introduction and Problem Statement……………………………………………………………………… 2 Hypothesis development………………………………………………………………………………………… 4 Social responsibility and writing product reviews……………………………………………… 5 Economic reward and writing product reviews…………………………………………………. 6 Level of education and writing product reviews……………………………………………….. 7 Method………………………………………………………………………………………………………………….. 9 Sample & Procedure………………………………………………………………………………………... 9 Communication Method………………………………………………………………………………….. 9 Measurement Instruments………………………………………………………………………………. 10 Statistical Analysis …………………………………………………………………………………………… 10 Results…………………………………………………………………………………………………………………… 12 Descriptive statistic……………………………………………………………………………………....... 12 Regression Analysis……………………………………………………………………………………….... 12 T-test………………………………………………………………………………………………………………. 13 Conclusions & Discussion……………………………………………………………………………………… 15 Conclusions…………………………………………………………………………………………………….. 15 Shortcomings & future research…………………………………………………………………….. 15 Theoretical Implications…………………………………………………………………………………. 16 Practical Implications…………………………………………………………………………………….. 16 Bibliography………………………………………………………………………………………………………… 18Non-plagiarism statement…………………………………………………………………………………… 18Appendix…………………………………………………………………………………………………………….. 19 Introduction and Problem Statement

Before consumers decide on a specific item to purchase, they learn about others’ past experiences through word-of-mouth (WOM). Technological developments have increased the convenience and speed with which consumers are able share these experiences and opinions. Since 2004, the term electronic word-of-mouth (eWOM) has become increasingly popular to describe the sharing of consumers’ product or service experiences via the internet (Hennig-Thurau 2004). Consumers now have a breadth of information at their fingertips and can access thousands of user reviews online. World-wide, approximately nine to ten million product or company related comments from consumers are available via the Internet on Web-based consumer platforms (Hennig-Thurau et al, 2004). Through electronic word of mouth, opinion leaders who are often called e-fluentials (Sun et al, 2006) now greatly influence consumer perception and buying behaviour. Online user reviews have become increasingly important as consumers continue to purchase products online. When consumers are not able to judge a product in person, they often rely on this eWOM transfer to mitigate risks regarding product quality and the truthfulness of the seller. More recently, DoubleClick’s yearly Touchpoints survey has shown that websites provide the single greatest influence to online consumers when making shopping decisions (DoubleClick Touchpoint IV 2006). Similarly, in the service industry product reviews have a great significance. Due to the intangible character of services consumers are unsure about what to expect. Product reviews can assist them in their decision making process and eliminate the risk associated with the purchase. Past research has focused on the effects of positive and negative reviews within specific purchasing situations. For example, extensive research has been performed on eBay’s reputation system. This system relies on buyers and sellers to rate each other’s performance and enables a low cost mechanism to enable trust among the virtually anonymous transactions. Additionally, significant research has been conducted on the effects of user and critic reviews for movies and books on purchases.The present studies not only investigate the impact of user reviews on purchase decisions, but also what motivates consumers to write product reviews (Bronner en de...

Bibliography: Bronner, F., & de Hoog, R. (2011). Vacationers and eWOM: Who Posts, and Why, Where, and What? Journal of Travel Research 50 (1), 15-26
DoubleClick Touchpoint IV (2006): How Digital Media Fit into Consumer Purchase Decisions
Hankin, L (2007), “The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories,” University of California, Berkeley (May)
Hennig-Thurau, T., Gwinner K.P., Walsh, G., &Gremler, D.D
Lee, M.K.O., Cheun, C.M.K., Lim, K.H., Sia, C.L. (2006). Understanding customer knowledge sharing in web-based discussion boards: An exploratory study. Internet research, 16 (3), 289-303
Piller, C
Names:
Carmen Lugt (2183544), Bas Rosenmuller (2500345), Alemayehu Mesele Belay (1943839)
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