The Relationship Between Consumers' Online Evaluation Motivation And Evaluation Willingness Under Different Reward Forms

We did a research about the motives of consumers' online reviews which was rarely seen in previous researches that focused on the outcome variables about online reviews.On the basis of consulting literature from domestic and overseas,we adopted the methods of interview to collect some relevant items and complied the questionnaire of the consumers' motivations,especially the reciprocal motivation,which has good reliability and validity.Then,we collected 400 online-shopper to examine the relationship between the kind of reward,consumers' motivations and consumers' evaluation will.Main conclusions as follows.(1)Self-complied questionnaire of the consumers' motivations consist of six dimensions: emotional sharing,personal entertainment,altruistic motivation,consumers reciprocity,merchants reciprocity and external motivation,26 items in total.It is an effective tool to measure the motivation of online reviews with good reliability and validity,the coeffcient of internal consistency is 0.87.(2)There is a positive relationship between consumers' motivations and evaluation will.And the different types of reward have an impact on consumers' will.What's more,consumers are willing to write online reviews when they got the monetary reward.(3)Consumers reciprocal motivation and external motivation are positively related to the consumers' evaluation will on the condition of monetary reward;and,altruistic motivation,consumer reciprocal motivation and external motivation are positively related to the consumers' evaluation on the condition of non-monetary reward.(4)There is an interaction between personal entertainment and altruistic motivation,altruistic motivation and external motivation,consumers reciprocity and external motivation on the condition of monetary;and,there is an interaction between personal entertainment and altruistic motivation on the condition of non-monetary reward.