Human-Computer Interaction (SIG HCI)

Paper Type

ERF

Paper Number

1679

Description

Given the increase in online shopping, consumers rely more than ever on online reviews (eWOM) for making purchase decisions. Online vendors provide platforms to facilitate eWOM and offer recognition and incentives to encourage it. Most research on eWOM has focused on the economic impact, studying the purchase intentions and behavior that result from exposure to eWOM. Some research has examined the effects of incentives, reputation badges, product disconfirmation, and prior online reviews on consumer’s intention to write online reviews. However, little research has examined how these antecedents influence consumer’s motivation for eWOM in these settings. This ERF paper draws upon self-determination theory and expectation-confirmation theory to better understand how incentives and reputation badges, in conjunction with positive or negative disconfirmation, influence eWOM motivation and behavior. A research model and experimental design are proposed to address this gap.

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Aug 9th, 12:00 AM

Confirmation and Disconfirmation: How do badges change motivation for eWOM?

Given the increase in online shopping, consumers rely more than ever on online reviews (eWOM) for making purchase decisions. Online vendors provide platforms to facilitate eWOM and offer recognition and incentives to encourage it. Most research on eWOM has focused on the economic impact, studying the purchase intentions and behavior that result from exposure to eWOM. Some research has examined the effects of incentives, reputation badges, product disconfirmation, and prior online reviews on consumer’s intention to write online reviews. However, little research has examined how these antecedents influence consumer’s motivation for eWOM in these settings. This ERF paper draws upon self-determination theory and expectation-confirmation theory to better understand how incentives and reputation badges, in conjunction with positive or negative disconfirmation, influence eWOM motivation and behavior. A research model and experimental design are proposed to address this gap.

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