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1、DecisionSupportSystems53(2012)218–225ContentslistsavailableatSciVerseScienceDirectDecisionSupportSystemsjournalhomepage:www.elsevier.com/locate/dssWhatdrivesconsumerstospreadelectronicwordofmouthinonlineconsumer-opinionplatformsa,⁎,MatthewK.O.Leeb,1ChristyM.K.CheungaDe
2、partmentofFinanceandDecisionSciences,HongKongBaptistUniversity,HongKongbDepartmentofInformationSystems,CityUniversityofHongKong,HongKongarticleinfoabstractArticlehistory:TheadvanceoftheInternetfacilitatesconsumerstoshareandexchangeconsumption-relatedadvicethroughReceiv
3、ed10August2010onlineconsumerreviews.Thisrelativelynewformofword-of-mouthcommunication,electronicword-of-Receivedinrevisedform23November2011mouth(eWOM)communication,hasonlyrecentlyreceivedsignificantmanagerialandacademicattention.Accepted23January2012Manyacademicstudiesh
4、avelookedattheeffectivenessofpositiveeWOMcommunication,examiningtheAvailableonline31January2012processbywhicheWOMinfluencesconsumerpurchasingdecisions.eWOMbehaviorisprimarilyexplainedfromtheindividualrationalperspectivethatemphasizesacostandbenefitanalysis.However,wefelt
5、thereKeywords:Electronicword-of-mouth(eWOM)wasaneedforanextensivestudythatexaminesconsumers'motivesforeWOM.Inthispaper,wefocusoncommunicationthefactorsthatdriveconsumerstospreadpositiveeWOMinonlineconsumer-opinionplatforms.BuildingPublicgoodonthesocialpsychologyliterat
6、ure,weidentifiedanumberofkeymotivesofconsumers'eWOMintentionOnlineconsumerreviewsanddevelopedanassociatedmodel.Weempiricallytestedtheresearchmodelwithasampleof203membersReputationofaconsumerreviewcommunity,OpenRice.com.Themodelexplains69%ofthevariance,withreputation,Sen
7、seofbelongingsenseofbelongingandenjoymentofhelpingotherconsumerssignificantlyrelatedtoconsumers'eWOMEnjoymentofhelpingintention.Theresultsofthisstudyprovideimportantimplicationsforresearchandpractice.Electronicmarketing©2012ElsevierB.V.Allrightsreserved.1.Introductionev
8、enreportedthattheyarewillingtopayatleast20%moreforservicesreceivingan“Excellent”,or5-star,ratingthanforthesameservice
