EMPIRICAL STUDY OF THE MOTIVATIONS OF E-WOM SPREADING ON ONLINE FEEDBACK SYSTEM IN CHINA

Authors

Jinhong Cui, School of Information, University of International Business and Economics, ChinaFollow
Lingyun Wang, School of Information, Central University of Finance and EconomicsFollow
Haiqi Feng, chool of Information, Central University of Finance and EconomicsFollow
Yue Teng, School of Information Technology and Management, University of International Business and EconomicsFollow

Abstract

Based on Social Exchange Theory and Motivation Crowding Theory, we study the motivations of consumers to spread e-WOM by benefit factors and cost factors. Meanwhile, we brought the motivation crowding effect into the analysis model, and discussed the effect of extrinsic motivation on intrinsic motivation and internalized extrinsic motivation. Through empirical analysis in China, we find that altruism, product involvement, self enhancement have significant positive influence on the intention to spread e-WOM, while execution cost has a significant negative influence on the intention, and economic incentive has significant crowding in effect on altruism, product involvement and self enhancement.

Recommended Citation

Cui, Jinhong; Wang, Lingyun; Feng, Haiqi; and Teng, Yue, "EMPIRICAL STUDY OF THE MOTIVATIONS OF E-WOM SPREADING ON ONLINE FEEDBACK SYSTEM IN CHINA" (2014). PACIS 2014 Proceedings. 251.
https://aisel.aisnet.org/pacis2014/251