Motivations of Electronic Word-of-Mouth Communications by Reviewers: A Proposed Study

Matta, Vic; Frost, Raymond D.

doi:10.2139/ssrn.1906919

Cited by 2 publications

(1 citation statement)

References 16 publications

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“…Furthermore, using eWOM communications individuals can compare their existing ideas about a product/service with other people or receive other individuals' approval of the purchase decision [14,17]. Previous studies found that social approval is one of the motivations for people to search for articulations of others online [14,[18][19][20][21]. It was also found that social approval influence consumer's behaviour online [14,19].…”

Section: Social Approvalmentioning

confidence: 99%

Motivations Affecting Attitude Towards Information: Development of a Conceptual Model

Doneddu¹

2018

Lecture Notes in Computer Science

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Electronic word of mouth (eWOM) plays an important part in our everyday life. When seeking information online through eWOM, our attitude towards specific information is inevitably affected by a wide range of factors and motives. Identifying and studying how motivations to seek eWOM affect our attitude towards said information may play a role to help us devise strategies to deal with new products, services and technologies as they are released in to the wild and get exposure to consumers. The aim of this research is to develop a model to study how certain specific motivations may affect the attitude individuals hold towards eWOM information. This paper develops a set of hypotheses to help evaluate how motivations affects the information seeker's attitude towards the information. Future empirical research will test the proposed hypotheses to advance our understanding of the role of motivations when seeking eWOM information.

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