What drives consumers to spread electronic word of mouth in online consumer-opinion platforms

Christy M K CHEUNG*, Matthew K.O. Lee

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

446 Citations (Scopus)

Abstract

The advance of the Internet facilitates consumers to share and exchange consumption-related advice through online consumer reviews. This relatively new form of word-of-mouth communication, electronic word-of-mouth (eWOM) communication, has only recently received significant managerial and academic attention. Many academic studies have looked at the effectiveness of positive eWOM communication, examining the process by which eWOM influences consumer purchasing decisions. eWOM behavior is primarily explained from the individual rational perspective that emphasizes a cost and benefit analysis. However, we felt there was a need for an extensive study that examines consumers' motives for eWOM. In this paper, we focus on the factors that drive consumers to spread positive eWOM in online consumer-opinion platforms. Building on the social psychology literature, we identified a number of key motives of consumers' eWOM intention and developed an associated model. We empirically tested the research model with a sample of 203 members of a consumer review community, OpenRice.com. The model explains 69% of the variance, with reputation, sense of belonging and enjoyment of helping other consumers significantly related to consumers' eWOM intention. The results of this study provide important implications for research and practice.

Original languageEnglish
Pages (from-to)218-225
Number of pages8
JournalDecision Support Systems
Volume53
Issue number1
DOIs
Publication statusPublished - Apr 2012

Scopus Subject Areas

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management

User-Defined Keywords

  • Electronic marketing
  • Electronic word-of-mouth (eWOM) communication
  • Enjoyment of helping
  • Online consumer reviews
  • Public good
  • Reputation
  • Sense of belonging

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