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Motivations for providing and seekin...

Michigan State University.

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Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students./
作者:	Han, Sung Mi.
面頁冊數:	73 p.
附註:	Adviser: Mira Lee.
Contained By:	Masters Abstracts International46-06.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1455732
ISBN:	9780549610939

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.
Han, Sung Mi.

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students. - 73 p.

Adviser: Mira Lee.

Thesis (M.A.)--Michigan State University, 2008.

This study investigated consumers' underlying motivations to engage in electronic word-of-mouth (eWOM) communication through online and their relationships with eWOM behavior. The study also examined cross-cultural differences in motivations for providing and seeking eWOM between Americans and Koreans. The analysis found five motivation factors for providing eWOM: social interaction benefits/self-enhancement, helping the company (or brand), vengeance upon the company (or brand), concern for others, and economic incentive. Also, four motivations were identified for seeking eWOM: risk reduction, social interaction benefits, social-oriented product information, and product usage information. These motivations had diverse effects on consumers' frequency of posting comments regarding a product or service on the Internet and visits of different platform types to provide and seek comments. Lastly, results indicate that the cultural characteristics of individualism and collectivism significantly influence motivations for providing and seeking eWOM. Implications of these findings for researchers, marketers and online platform operators are further discussed.

ISBN: 9780549610939Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.
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520 $a This study investigated consumers' underlying motivations to engage in electronic word-of-mouth (eWOM) communication through online and their relationships with eWOM behavior. The study also examined cross-cultural differences in motivations for providing and seeking eWOM between Americans and Koreans. The analysis found five motivation factors for providing eWOM: social interaction benefits/self-enhancement, helping the company (or brand), vengeance upon the company (or brand), concern for others, and economic incentive. Also, four motivations were identified for seeking eWOM: risk reduction, social interaction benefits, social-oriented product information, and product usage information. These motivations had diverse effects on consumers' frequency of posting comments regarding a product or service on the Internet and visits of different platform types to provide and seek comments. Lastly, results indicate that the cultural characteristics of individualism and collectivism significantly influence motivations for providing and seeking eWOM. Implications of these findings for researchers, marketers and online platform operators are further discussed.
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