Publicação
What drives consumers to spread online book reviews
| Resumo: | In the context of cyberspace, consumers are strongly affected by their peers’ online opinions. The Internet has allowed for the rapid growth of electronic word-of-mouth (eWOM) and thus, nowadays, we can find numerous product-related reviews and opinions from people around the globe. As a result, we are witnessing the rising of virtual communities, as well as new forms of social interaction. Regarding the book industry, research has highlighted the importance of online reviews as a reference when selecting and purchasing a book. However, the issue of what drives consumers to write online book reviews is seldom mentioned throughout the literature. This study focuses on the factors driving consumers to spread online book reviews. As a starting point, a Cheung and Lee’s model on what motivates consumers to spread eWOM was analysed, and other motivations that were found to be relevant in the literature were added to said model. The data was obtained through an online questionnaire published on Facebook and Goodreads book-related groups, as well as sent to the Nova Information Management School students. From the collected data, 225 responses were considered valid and were later analysed using PLS-SEM. The findings of this study showed that sense of belonging is the motivation with the greatest impact on consumer’s intention to write online book reviews, followed by venting negative feelings and desire for sharing, and, to a lesser extent, reputation. The results mentioned provide important insights that can be used both in future research and by managers in the book industry. |
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| Autores principais: | Mendes, Margarida Salomé Martins |
| Assunto: | Electronic word-of-mouth (eWOM) Online book reviews Online reviews Online communities Consumer motivations Books Passa-palavra eletrónico (eWOM) Críticas online de livros Críticas online |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In the context of cyberspace, consumers are strongly affected by their peers’ online opinions. The Internet has allowed for the rapid growth of electronic word-of-mouth (eWOM) and thus, nowadays, we can find numerous product-related reviews and opinions from people around the globe. As a result, we are witnessing the rising of virtual communities, as well as new forms of social interaction. Regarding the book industry, research has highlighted the importance of online reviews as a reference when selecting and purchasing a book. However, the issue of what drives consumers to write online book reviews is seldom mentioned throughout the literature. This study focuses on the factors driving consumers to spread online book reviews. As a starting point, a Cheung and Lee’s model on what motivates consumers to spread eWOM was analysed, and other motivations that were found to be relevant in the literature were added to said model. The data was obtained through an online questionnaire published on Facebook and Goodreads book-related groups, as well as sent to the Nova Information Management School students. From the collected data, 225 responses were considered valid and were later analysed using PLS-SEM. The findings of this study showed that sense of belonging is the motivation with the greatest impact on consumer’s intention to write online book reviews, followed by venting negative feelings and desire for sharing, and, to a lesser extent, reputation. The results mentioned provide important insights that can be used both in future research and by managers in the book industry. |
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