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| Empirical Study of the Motivations of e-WOM Spreading on Online Feedback System |
| Cui Jinhong, Wang Lingyun |
| School of Information Technology & Management Engineering, University of International Business and Economics, Beijing 100029, China |
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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.
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Received: 24 August 2012
Published: 24 January 2013
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