Research on Consumer Online Reviews Intention of E-Commerce Platforms

Based on Maslow’s Human Motivation Theory

DOI

10.2991/assehr.k.210803.045How to use a DOI?

Keywords

Online consumer reviews, Willingness, E-commerce platform

Abstract

It is becoming increasingly important for e-commerce platforms and operators to understand motivations for posting online reviews. The study aims at understanding the motivation of the users writing online consumption reviews. Based on Maslow’s human motivation theory, the study builds a theory model of the consumer posting online reviews intention. The proposed model reveals the factors that encourage consumers to contributing electronic word of mouth (eWOM) willingness on e-commerce platforms. The factors include understanding motive, career motive, enjoying helping others, fun and enjoyment motive. The empirical study shows that all the hypotheses proposed in this study are supported. All the motivations have a significant influence on consumers’ online reviews willingness. Based on the study results, important managerial implications for e-commerce platforms and operators are presented. In addition, the future research is discussed.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yaqin Li
AU  - Xiaoqi Lin
PY  - 2021
DA  - 2021/08/04
TI  - Research on Consumer Online Reviews Intention of E-Commerce Platforms
BT  - Proceedings of the 2021 International Conference on Diversified Education and Social Development (DESD 2021)
PB  - Atlantis Press
SP  - 221
EP  - 225
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210803.045
DO  - 10.2991/assehr.k.210803.045
ID  - Li2021
ER  -