What motivates consumers to write product reviews through electronic Word of Mouth (eWOM)

-2458720292100What motivates consumers to write product reviews through electronic Word of Mouth (eWOM)Course: BRM 1.1/1.2 (IBA)
Academic year: 2011-2012
Date: 25-11-2011
Teacher: Saima BantvawalaGroup: 1.01
Team: H
Student name/ID: Alemayehu Mesele Belay
Table of contents
Introduction and Problem Statement……………………………………………………………………… 2
Hypothesis development………………………………………………………………………………………… 4
Social responsibility and writing product reviews……………………………………………… 5
Economic reward and writing product reviews…………………………………………………. 6
Level of education and writing product reviews……………………………………………….. 7
Method………………………………………………………………………………………………………………….. 9
Sample & Procedure………………………………………………………………………………………... 9
Communication Method………………………………………………………………………………….. 9
Measurement Instruments………………………………………………………………………………. 10
Statistical Analysis …………………………………………………………………………………………… 10
Results…………………………………………………………………………………………………………………… 12
Descriptive statistic……………………………………………………………………………………....... 12
Regression Analysis……………………………………………………………………………………….... 12
T-test………………………………………………………………………………………………………………. 13
Conclusions & Discussion……………………………………………………………………………………… 15
Conclusions…………………………………………………………………………………………………….. 15
Shortcomings & future research…………………………………………………………………….. 15
Theoretical Implications…………………………………………………………………………………. 16
Practical Implications…………………………………………………………………………………….. 16
Bibliography………………………………………………………………………………………………………… 18Non-plagiarism statement…………………………………………………………………………………… 18Appendix…………………………………………………………………………………………………………….. 19
Introduction and Problem Statement
Before consumers decide on a specific item to purchase, they learn about others’ past experiences through word-of-mouth (WOM). Technological developments have increased the convenience and speed with which consumers are able share these experiences and opinions. Since 2004, the term electronic word-of-mouth (eWOM) has become

Bibliography: Bronner, F., & de Hoog, R. (2011). Vacationers and eWOM: Who Posts, and Why, Where, and What? Journal of Travel Research 50 (1), 15-26 DoubleClick Touchpoint IV (2006): How Digital Media Fit into Consumer Purchase Decisions Hankin, L (2007), “The Effects of User Reviews on Online Purchasing Behavior across Multiple Product Categories,” University of California, Berkeley (May) Hennig-Thurau, T., Gwinner K.P., Walsh, G., &Gremler, D.D Lee, M.K.O., Cheun, C.M.K., Lim, K.H., Sia, C.L. (2006). Understanding customer knowledge sharing in web-based discussion boards: An exploratory study. Internet research, 16 (3), 289-303 Piller, C Names: Carmen Lugt (2183544), Bas Rosenmuller (2500345), Alemayehu Mesele Belay (1943839)