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New Technology of Library and Information Service  2012, Vol. Issue (10): 55-60    DOI: 10.11925/infotech.1003-3513.2012.10.09
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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.
Key wordse-WOM      Motivation      Online feedback system      Social exchange theory     
Received: 24 August 2012      Published: 24 January 2013
:  G35  

Cite this article:

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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