Motivations Affecting Attitude Towards Information: Development of a Conceptual Model

Doneddu, Daniele

doi:10.1007/978-3-030-02131-3_7

Cited by 2 publications

(2 citation statements)

References 29 publications

(46 reference statements)

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“…About consumer motivation of reading eWOM, [18] propose two motivations: self-involvement and product-involvement. Researchers further classify self-involvement motivation into risk reduction motivation [19] and searching time reduction motivation [19][20].…”

Section: Literature Reviewmentioning

confidence: 99%

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Consumers' Motivations for Reading Electronic Word of Mouth (eWOM): A 4-IS Typology

Cheng-Wen Yao,

Cheng-Wen Yao

2023

Journal of Internet Technology

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<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 motivation based on two dimensions: consumer’s product familiarity and purchase intention. The study also adopts the concept of MOAB model to illustrate four categories. This study provides some useful insights for marketers to systematically analyze why consumers read eWOM. It not only helps us understand why a consumer reads eWOM also helps us figure out how the eWOM affects a consumer.</p> <p> </p>

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Section: Literature Reviewmentioning

confidence: 99%

“…Product-involvement also includes two detailed motivations: learning how a product is to be consumed [19] and learning what products are new in the marketplace [24]. Learning how a product is to be consumed, was supported by Granitz and Ward's empirical study [25].…”

Section: Literature Reviewmentioning

confidence: 99%