An empirical study of information contribution to online feedback systems: A motivation perspective

  • Tong Y
  • Wang X
  • Tan C
 et al. 
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Abstract

Online feedback systems (OFSs) are increasingly available on online shopping websites; they allow consumers to post their ratings and consumption reviews for products. We employed motivation theory and a goal attainment perspective to model a set of motivating and inhibiting factors that could influence a consumer's intention to contribute to an OFS. Our experiment, which involved 168 university students, showed that a consumer's intention to contribute product reviews is influenced by perceived satisfaction gained in helping other consumers, perceived satisfaction gained in influencing the merchant, perceived probability of enhancing self-image, and perceived executional costs. In addition, the presence of an economic rewarding mechanism was found to promote a contribution when a consumer's perceived probability of enhancing self-image was relatively high or when perceived cognitive cost was relatively low. Implications of our findings are discussed. © 2013 Elsevier B.V.

Author-supplied keywords

  • Economic rewarding mechanism
  • Electronic word-of-mouth
  • Motivation theory
  • Online feedback system
  • Product review

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Authors

  • Yu Tong

  • Xinwei Wang

  • Chuan Hoo Tan

  • Hock Hai Teo

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