College Students' Motivation For Providing ENWOM Questionnaire Construction And Its Correlation Research

The purpose of the our research is to investigate the structure of college students' motivation for providing electronic negative word of mouth (ENWOM) and present an ENWOM questionnaire with good measure criterion. First, based on the previous studies of electronic word of mouth (EWOM), we analyzed the original stuff of interviews and opening questionnaire survey to construct a questionnaire of College Students'Motivation for Providing ENWOM. Then we applied the exploratory (EFA) and confirmatory factor analyses (CFA) methods to examine the construct of the motivation of ENWOM, meanwhile the validity and reliability of the questionnaires were also analyzed. Finally, we discussed the difference of College Students' Motivation for providing ENWOM with each statistical variable, and the relationships with internal and external character. The results are as follows:(1) College Students' Motivation for Providing ENWOM is a multi-dimensional structure, including revenge, altruism, self-expression and personal preferences.(2) The analysis of reliability and validity of the Questionnaire showed this questionnaire has good reliability and validity, which means it, can be used to measure the motivation of ENWOM for college students.(3) One purpose of the study was to explore the difference of statistical variables in College Students'Motivation for Providing ENWOM. The analysis results indicated as following:1. There were significant differences for gender and academic background in the degree of revenge dimension, for example, schoolboys' scores were higher than schoolgirls'and doctors got higher score both than masters and undergraduates.2. There were significant differences between academic backgrounds in the degree of altruism dimension, such as undergraduate got highest scores than others.3. There were significant differences for gender, member level and academic background in the degree of self-expression dimension, schoolboys' scores were higher than schoolgirls', doctors' score were higher both than masters' and undergraduates', Senior Member's score was higher than other levels.4. There were significant differences between academic backgrounds in personal preferences dimension:doctors' scores were higher both than masters' and undergraduates.(4) There were notability correlations between internal-external personality total score and college students' motivation total score, altruism and personal preferences.