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

机译：信息对在线反馈系统贡献的实证研究：动机视角

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摘要

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.
机译：在线购物网站上越来越多地使用在线反馈系统（OFS）；它们允许消费者发布产品的评分和消费评论。我们采用动机理论和目标达成的观点来建模一组可能影响消费者对OFS做出贡献的动机和抑制因素。我们的实验由168名大学生参与，结果表明，消费者对产品评论做出贡献的意愿受到以下因素的影响：帮助其他消费者获得的感知满意度，影响商人的感知满意度，增强自我形象的概率以及执行成本。另外，当消费者感知到的自我形象增强的可能性相对较高或感知的认知成本相对较低时，发现经济奖励机制的存在可促进贡献。我们的发现的含义进行了讨论。

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