The Motivations Of The Consumers To Articulate Product-Reviews Via Internet

Through Web-based shopping platforms, the internet enables consumers to comment their opinions on, and experiences with, goods and services with a multiple of other consumers; that is, to engage in the electronic word-of-mouth(eWOM). As more and more people to participate in electronic commerce, due to its strong amplification effect, eWOM is considered as the most low-priced information dissemination tools and high-credibility information publicity media by the modern marketing professional. Therefore, the controlling of consumers product reviews is very important for the enterprise. In other words, exploring the stimulative behind the consumers'commenting behavior is a very interesting research.Firstly, the paper discussed the purpose and significance of research about eWOM on web-based shopping platforms. Secondly, after a deep review of the literature and theory on virtual communities, word-of-mouth and electronic word-of-mouth, eight motives of consumers'online reviews are introduced, such as emotional related motivation, entertainment motivation, trust the platform, support platform/enterprise motivation, punish platform/enterprise motivation, information feedback motivation, desire for economic incentive motivation and promote consumption quality motivation. Finally, using an online sample of consumers, the author generated the information on the structure and positive relevance of the motives of consumers'online articulations. Further, through hierarchical regression, the author analyzed the moderation effect of perceived usefulness to the relationship between consumers'motivations and consumers'comments behaviors.