Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers of articulate themselves on the Internet?
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers of articulate themselves on the Internet?
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DOI：
10.1002/dir.10073
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发表时间：
2004-12-01
影响因子：
11.8
通讯作者：
Gremler, DD
中科院分区：
文献类型：
--
作者：
Hennig-Thurau, T;Gwinner, KP;Gremler, DD
通过基于网络的消费者意见平台（例如，epinions.com），互联网使消费者能够与众多其他消费者分享他们对商品和服务的看法和体验；也就是说，参与电子口碑（eWOM）传播。借鉴对虚拟社区的研究成果以及传统口碑文献，构建了一种消费者网络表达动机的分类法。通过对约2000名消费者的在线样本进行研究，获取了有关消费者网络表达动机的结构和相关性的信息。分析结果表明，消费者对社会互动的渴望、对经济激励的渴望、对其他消费者的关心以及提升自身价值的潜力是导致电子口碑行为的主要因素。此外，根据激励其行为的因素，可以对电子口碑提供者进行分类，这表明企业可能需要制定不同的策略来鼓励其用户的电子口碑行为。
Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers; that is, to engage in electronic word-of-mouth (eWOM) communication. Drawing on findings from research on virtual communities and traditional word-of-mouth literature, a typology for motives of consumer online articulation is developed. Using an online sample of some 2,000 consumers, information on the structure and relevance of the motives of consumers' online articulations is generated. The resulting analysis suggests that consumers' desire for social interaction, desire for economic incentives, their concern for other consumers, and the potential to enhance their own self-worth are the primary factors leading to eWOM behavior. Further, eWOM providers can be grouped based on what motivates their behavior, suggesting that firms may need to develop different strategies for encouraging eWOM behavior among their users.