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Online Word-of-Mouth: Motivation for Writing Product Reviews on Internet Shopping Sites
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온라인 구전 커뮤니케이션: 온라인 쇼핑몰에서의 소비자 사용후기 작성동기

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Type
Academic journal
Author
Journal
한국패션비즈니스학회 패션 비즈니스 패션 비즈니스 제14권 제2호 KCI Accredited Journals
Published
2010.1
Pages
81 - 94 (14page)

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Online Word-of-Mouth: Motivation for Writing Product Reviews on Internet Shopping Sites
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The online shopping environment has radically changed consumer shopping behavior. Without the actual physical shopping experience in a brick-and-mortar store, consumers make purchasing decisions over the Internet. They make an effort to obtain product information not only from online merchants, but also from previous purchasers in order to make an informed decision. Accordingly, customer comments are expected to have a significant impact on decisions to purchase goods and services online. This paper focuses on one type of electronic word-of-mouth, the online consumer review. It derives several motivations why customers post product reviews on shopping mall sites. Customer motives were identified through an in depth one-on-one interview with twenty female respondents conducted twice from June 17th to September 11th, 2009. The interviews lasted between 40 and 60 minutes. The results showed that consumers write product reviews based on six motivations: to receive a reward or remuneration for writing a product review, to share information with other customers, to improve the quality of goods and services, to reduce customer dissatisfaction, to recommend products and services, and to derive pleasure.
#온라인 쇼핑 #온라인 구전 #사용후기 #online shopping #online word-of-mouth #product review

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References (25)

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Bickart, B. / 2001 / Internet forum as influential sources of consumer information / Journal of Interactive Marketing 1 (3) : 1 ~ 40 google schola Chevalier, Judith A. and Mayzlin, Dina / / The effect of word of mouth on sales: Online book reviews", Working Paper Series from Yale School of Management google schola Godes, D. / 2004 / Using online conversations to study word of mouth communication / Marketing Science 23 (4) : 545 ~ 560 google schola Henning-Thurau / 2003 / Electronic word of mouth: Motives for and consequences of reading customer articulations on the Internet / International Journal of Electronic Commerc google schola Phelps, J. E. / 2004 / Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email / Journal of Advertising Rese google schola

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