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Electronic Word of Mouth: Consumers' Motives for Participation in Online forums

Hassani Dorabadi, Bahar | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 42368 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Modarres, Abdolhamid
  7. Abstract:
  8. Consumers Communicate with each other to share information and feelings about products and brands. One important area to study personal influence in contemporary environment is online personal influence or electronic word of mouth. This study develops and tests consumers' motivations to participate in eWoM communication in online discussion forums. The main reason to choose Online forums is the huge number of eWoM discussions which occur in them. The main goal of this study is developing an aggregate framework for consumers' motives for opinion giving and seeking in online forums.To accomplish this goal we studied a comprehensive literature review, identified all motivations for WoM and eWoM which were proposed. Then Two Questionnaires were designed and a survey was conducted. After checking reliability and validity of the questionnaires, the data were analyzed by Confirmatory factor analysis and multiple regression methods. The results show that " Social benefits", "seeking advice" ,"altruism" ,"entertainment" ,"reducing cognitive dissonance", "self-enhancement" ,"helping the company", " anxiety reduction" and "vengeance" are the motivations for online advice giving and "gathering information" , " reducing the search time" , " risk reduction" , " seeking advice for product usage" , " finding information about new products" , " social benefits" , "entertainment", " reducing cognitive dissonance", " seeking support" and " identifying product position" are the motivations for online advice seeking in online forums
  9. Keywords:
  10. Motivation ; Online Forums ; Electronic Word to Mouth

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