Consumers' Motivations for Reading Electronic Word of Mouth (eWOM): A 4-IS Typology
Cheng-Wen Yao Cheng-Wen Yao,
Dah-Kwei Liou Cheng-Wen Yao
Abstract:<p>EWOM initiates more consumers’ empathy and is also reliable information for a consumer. Consumers are increasingly relying on finding and reading eWOM to make purchasing decisions. Knowing why the consumers read these eWOM helps marketers provide proper information and marketing contents. This study uses the phenomenographic approach to explore consumers’ motivations for reading eWOM. After interviews with thirty participants, this study constructed a 4-IS typology of eWOM motivati… Show more
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