Abstract：Based on the former researches, this paper studies the motivations of consumers to spread e-WOM on the online feedback system by benefit factors and cost factors. Meanwhile, it brings the motivation crowding effect into the analysis model, and discusses the effect of extrinsic motivation on intrinsic motivation and internalizes extrinsic motivation. Finally, several proposals for encouraging customers to spread on the online feedback system are provided.
崔金红, 汪凌韵. 在线反馈系统中消费者网络口碑传播动机的实证研究[J]. 现代图书情报技术, 2012, (10): 55-60.
Cui Jinhong, Wang Lingyun. Empirical Study of the Motivations of e-WOM Spreading on Online Feedback System. New Technology of Library and Information Service, 2012, (10): 55-60.
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