Consumers' Motivations and Segmentations in Participating Online Product Reviews
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摘要: 基于基本人际关系取向理论,以网络购物消费者为研究对象,使用探索性因子分析和验证性因子分析方法,测量并检验消费者参与在线评论的动机维度。同时进一步采用聚类分析方法,基于上述在线评论的动机维度对消费者进行细分。研究结果表明,消费者发表在线评论的动机主要包括社交需求动机、提供帮助动机、自我增强动机、维权动机和负面情绪发泄动机五大类;基于评论动机可以将消费者细分为五种不同类型,分别为社交类、声誉类、自我类、理性类和利他类。Abstract: Taking the online shopping consumers as the research subjects and using exploratory and confirmatory factor analyses, we investigate consumer motivations of writing online product reviews.We also use cluster analysis to segment consumers based on their review motivations.Our results show that consumer motivations of delivering online product reviews include seeking social interactions, providing help to others, perusing self-enhancement, protecting appropriate rights and venting negative emotions.Based on these motivational categorizing, consumers can be divided into five segments, i.e., ones that value social interactions, reputation, self-relevance, rationality and altruism.
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Key words:
- online review /
- motivation /
- consumer segmentation
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