지각된 가치가 온라인 구매후기 작성동기와 구전행동 속도에 미치는 영향에 관한 탐색적 연구: 중국 소비자 중심으로

Abstract

Purpose–The importance of online word of mouth has generated considerable interest among both academics and practitioners. The present study aims to introduce a framework that addresses the factors influencing quick online word of mouth. Specifically, this paper examines the impacts of various motivations of online reviews, which are shaped by different consumer values, on quick online word of mouth. Design/methodology/approach–This study collected survey data from 328 consumers in China and tested the research model using a structural equation approach. Findings -Our results suggest that online review motivations significantly influence the quick online word of mouth among Chinese consumers, which are shaped by consumer values. We conclude that in order to better understand online word of mouth of consumers in the world’s largest emerging market, it might be more beneficial for managers to concentrate on analyzing various motivations that incentivize online consumers to write reviews and the respective consumer values shaping such review motivations. Research implications or Originality–Based on results from a survey sent to online consumers in China, we develop implications for online word of mouth management and research as well as practitioners. One of the most notable contributions of this study is to demonstrate that online review motivations, which are shaped by consumer values, have important impacts on quick online word of mouth. However, different types of online review motivations, which are shaped by different consumer values, exert different effects on quick online word of mouth, suggesting that not all consumer values and online review motivations have the equal effect on quick online word of mouth. We enhance understanding of what drive consumers’ quick online word of mouth, and how consumer values and reviews motivations matter.