The paper examines why people want to share information on the Internet and why they write online reviews. It will focus on the results of current research on the topic. Everybody is surrounded by decisions and is choosing one alternative out of a lot of possibilities all the time. But choosing is always connected with risk. This is why people search for further information about a product.
There are different ways to gather this information. Scientists found out that consumers use word-of-mouth (WOM) as one of the most important source to collect knowledge before buying. Moreover, consumers do not use WOM to merely gather information but also to share information and their opinions about products, services and brands.
Since the Internet is growing rapidly and thereby the amount of information available online is growing as well, electronic word-of-mouth (eWOM) is an interesting topic for recent research. Moreover, the growing global connection and the ability to access Internet at any time and at any place, leads to a high relevance of this topic. Consumers are able to communicate their opinions, feelings and thoughts about services and products anytime and at any place.
WOM is limited to a certain environment but eWOM has almost no limitations in its range. But not only the high range but also the anonymity is a great advantage of eWOM. Because of the growing spread of eWOM and the lack of research in this area, the available research will be discussed in the course of this paper to give an overview and identify limitations for further research.
Table of Contents
1. Introduction
2. (Electronic) word-of-mouth communication
3. Hennig-Thurau et al.’s study
3.1 Motives
3.2 Positive and negative eWOM
3.3 Criticism
3.3.1 Motives
3.3.2 Research
4. Other studies
4.1 Motives
4.2 Criticism
5. Conclusion
6. Further Research
7. Yelp!-Elite
8. References
Research Objectives and Key Topics
The primary objective of this paper is to identify and critically discuss the underlying motivations for consumers to contribute to online review platforms by analyzing the current state of academic research in this field.
- Theoretical foundations of electronic word-of-mouth (eWOM) communication.
- Categorization of motives leading to positive versus negative eWOM.
- Critical analysis of seminal studies, particularly the work of Hennig-Thurau et al.
- Evaluation of research methodologies and limitations in the study of online reviewer behavior.
- Case study analysis of the Yelp! Elite community as an example of social motivation.
Excerpt from the Book
3.2 Positive and negative eWOM
Researcher found out, “that the motives for engaging in positive WOM communication may differ from the motives that drive negative WOM communication” (Sundaram, Mitra, & Webster, 1998). Regarding the initial assumption of eWOM communication being a variation of WOM communication, the motives for positive eWOM might as well be different than motives for negative eWOM. Because of the difference between motives that drive positive and the ones that drive negative eWOM communication, it is from great significance to find out which motive leads to what kind of eWOM. This is the reason why they motives were marked with a plus and/or a minus, which will be explained in this chapter.
First of all there is venting negative feelings, which already shows the negative aspect of this motive itself. Whenever a consumer is dissatisfied with a product or a service, they want to reduce their frustration by writing about their negative experience. This motive clearly leads customers to communicate negative eWOM. Concern for other consumers is an altruistic motive. A consumer’s priority is to help others to make a good or even a better decision than they did. This motivation can lead to positive and negative eWOM because helping others means to either discourage or courage someone
Summary of Chapters
1. Introduction: Outlines the significance of eWOM in a digital environment and defines the research scope regarding motivations for online reviews.
2. (Electronic) word-of-mouth communication: Establishes definitions for WOM and eWOM, highlighting the transition from traditional to web-based communication channels.
3. Hennig-Thurau et al.’s study: Provides a comprehensive overview and critical evaluation of the foundation study regarding eWOM motives and research methodologies.
4. Other studies: Reviews additional academic research to verify, categorize, and expand upon the motive framework established by Hennig-Thurau et al.
5. Conclusion: Synthesizes the discussed motives and research limitations, offering practical implications for platform operators.
6. Further Research: Suggests future research directions, advocating for qualitative approaches and more diverse sample populations.
7. Yelp!-Elite: Presents a case study on the Yelp! Elite program to illustrate the practical impact of social benefits on user contribution.
8. References: Lists the academic sources and data foundations used throughout the paper.
Keywords
Electronic word-of-mouth, eWOM, online review platforms, consumer motivation, social benefits, venting, altruism, Hennig-Thurau, Yelp Elite, consumer behavior, quantitative research, review writing, digital communication, product rating, motivation theory.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines the various motivations that drive individuals to contribute online reviews to consumer-opinion platforms, evaluating how these motives differ between positive and negative feedback.
What are the primary thematic areas covered?
The study covers the definition of eWOM, the classification of psychological motives (such as venting or social benefits), the critical review of existing quantitative studies, and the influence of community programs like Yelp! Elite.
What is the main objective of the author?
The goal is to provide a critical synthesis of the current state of research, identify limitations in existing quantitative methodologies, and offer a better understanding of why consumers participate in online reviews.
Which scientific methodology is primarily employed in the discussed studies?
Most of the studies analyzed throughout this paper utilize quantitative research methods, specifically relying on online questionnaires and multiple regression analyses.
What is covered in the main body of the paper?
The main body systematically reviews the Hennig-Thurau et al. study as a foundational base, compares these findings with other contemporary research, and discusses the implications for both researchers and platform operators.
Which keywords best characterize this work?
Key terms include electronic word-of-mouth (eWOM), consumer motivation, social benefits, platform assistance, and digital review behavior.
How does the Yelp! Elite program illustrate user motives?
The Yelp! Elite case study serves as a practical example of the 'social benefits' motive, showing how exclusive status, community belonging, and rewards can incentivize frequent review production.
What criticism does the author level against existing studies?
The author criticizes the heavy reliance on homogeneous samples (mostly students), the overuse of existing WOM-based motives without exploring new eWOM-specific ones, and the predominance of quantitative approaches that fail to capture the nuances of individual user thoughts.
- Quote paper
- Tatjana Kumpf (Author), 2014, Current research on motives for contributing to online review platforms, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/379369
