کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1025820 1483227 2011 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic word-of-mouth (eWOM), antecedences and consequences
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری سیستم های اطلاعات مدیریت (MIS)
پیش نمایش صفحه اول مقاله
‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic word-of-mouth (eWOM), antecedences and consequences
چکیده انگلیسی

The Internet facilitates access to online product reviews and comments written by consumers. This paper offers new insights on the motives and antecedents of the reading behaviour of consumer reviews in online opinion platforms. This research was carried out from 2005 to 2008 using a case study approach. The case involved working with a prominent and successful online opinion platform (CIAO.com). The company was so successful it was purchased by Microsoft for $486 million in 2008 and is now incorporated into their main search engine which is still a market leader today. The research highlights four different types of motives that drive customers to read online reviews: decision-involvement, product-involvement, social-involvement and economic-involvement motives. The outcomes also demonstrated four different new types of motives: self-involvement motives, consumer-empowerment motives, new social-involvement motives and site-administration motives. Several related themes were also investigated, such as the preference for reading or writing online reviews and the reasons for choosing one over the other. The research tested the relevance of the online reading motives and their influence on consumer buying and communication behaviour. In summary, some theoretical and practical implications are highlighted and discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Information Management - Volume 31, Issue 1, February 2011, Pages 82–87
نویسندگان
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