This study investigated consumers' underlying motivations to engage in electronic word-of-mouth (eWOM) communication through online and their relationships with eWOM behavior. The study also examined cross-cultural differences in motivations for providing and seeking eWOM between Americans and Koreans. The analysis found five motivation factors for providing eWOM: social interaction benefits/self-enhancement, helping the company (or brand), vengeance upon the company (or brand), concern for others, and economic incentive. Also, four motivations were identified for seeking eWOM: risk reduction, social interaction benefits, social-oriented product information, and product usage information. These motivations had diverse effects on consumers' frequency of posting comments regarding a product or service on the Internet and visits of different platform types to provide and seek comments. Lastly, results indicate that the cultural characteristics of individualism and collectivism significantly influence motivations for providing and seeking eWOM. Implications of these findings for researchers, marketers and online platform operators are further discussed.Motivations for Seeking eWOM The first motivation for seeking eWOM is risk reduction. Consumers seek WOM or eWOM to decrease the perceived risk in making purchase decisions (Goldsmith and Horowitz 2006; Schiffman and Kanuk 1991).
|Title||:||Motivations for Providing and Seeking EWOM: A Cross Cultural Comparison of U.S. and Korean College Students|
|Publisher||:||ProQuest - 2008|