Online Reviews - What Motivates You?: A qualitative study of Customers' Motivation to Write Online Reviews
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Background: To understand the consumers’ motivation to write online reviews is of importance, especially for companies since a large number of reviews have a positive influence on sales. Previous research has been done regarding what motivate consumers to provide user generated content, online word of mouth and also, to some extent, online reviews. However, these studies have primarily been adopted in a quantitative manner. To explore, from customers’ own perspective, the motivation to write online reviews is therefore valuable to add depth to the existing literature.
Purpose: The purpose of this study is to explore customers’ motivation to write online reviews.
Research question: What factors motivate customers to write online reviews?
Methodology: The design of the research is a case study where the data collection method was conducted by semi-structured interviews.
Conclusion: The result of this study shows that customers’ motivation to write online reviews is due to a variety of situations. The customers are motivated to write to enhance their selfimage, helping both customers and companies, and in some situations to even harm companies. Also, customers were motivated to write to obtain economical incentives. The features of the platform are important, where easiness and the opportunity to be anonymous were preferred.
Place, publisher, year, edition, pages
2015. , 94 p.
Motivation, motivational factors, online reviews, user generated content, electronic word of mouth
IdentifiersURN: urn:nbn:se:lnu:diva-44501OAI: oai:DiVA.org:lnu-44501DiVA: diva2:821836
Marketing Programme, 180 credits