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Why consumers engage in eWOM: motivation to conduct research online and post online reviews
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Varför konsumenter engagerar sig i eWOM : motivation till att nyttja information på nätet och skapa onlinerecensioner (Swedish)
Abstract [en]

The purpose of this study was to provide a better understanding why consumers conduct research online and post online reviews. This was achieved by finding relationships between the two phenomena presented above. The study used a cross-sectional design since little was known about the relationships within the chosen research area. Results were measured by quantitative instrument through a self-administered questionnaire divided by each phenomenon. The questionnaire was directed towards Swedish consumers in the buying decision process.Consumers conduct research online with the specific goal for gaining information posted by other consumers, since it has a higher credibility. Helping other consumers and self-expression was reasons found in relation to why consumers post online reviews.Findings strengthen the fact that higher education could be found of relationship to conduct research online; however, not to post online reviews. In comparison to previous studies the study measured online shopping frequency instead of Internet experience. It was found that consumers who conducted online shopping were in relation with previous presented theories.

Abstract [sv]

Syftet med denna studie var att skapa en bättre förståelse till varför konsumenter publicerar och konsumerar onlinerecensioner. Genom att applicera en tvärsnittsdesign kunde syftet uppnås då relationer identifierades. För att möjliggöra mätning av resultatet applicerades ett kvantitativt instrument genom en självadministrerad enkät vilken var uppdelad efter respektive fenomen.Onlinerecensioner används för det specifika målet att samla större mängder information innan köpbeslut. De onlinerecensioner som används främst är de skapade av andra konsumenter då de anses vara av högre trovärdighet än information skapat av företag. Att hjälpa andra konsumenter och självförbättring är vad resultatet påvisar vara anledning till att konsumenter publicerar onlinerecensioner.Vidare stärkte resultatet en relation där konsumenter med högre utbildning tenderar att konsumera onlinerecensioner men inte till att publicera dessa. Konsumenternas köpfrekvens applicerades istället för att mäta graden erfarenhet av Internet, vilket gjorts i tidigare studier.

Place, publisher, year, edition, pages
2015. , 43 p.
Keyword [en]
eWOM, online reviews, communication, buying decision process, motivations, personalitie
Keyword [sv]
eWOM, onlinerecensioner, kommunikation, köpprocessen, motivationer, personligheter
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-971OAI: oai:DiVA.org:hb-971DiVA: diva2:865812
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2015-11-06 Created: 2015-10-29 Last updated: 2015-11-06Bibliographically approved

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VT2015KF19(358 kB)451 downloads
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CiteExportLink to record
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Citation style
  • apa
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