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An investigation of problem-solving support and relaxation motivations on e-WOM

机译：对e-WOM解决问题的支持和放松动机的调查

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As a consequence of greater computer-mediated consumer-to-consumer communication within the firm's marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community.
机译：由于公司的营销传播中有更多的计算机介导的消费者对消费者的交流，因此越来越需要更加明确地理解这些数字交互。也就是说，我们对推动电子口碑传播的确切外部动机和内在动机知之甚少。本文的目的是更好地理解为什么基于社区的网站中的成员为什么需要在社区内交换和/或建立社会纽带。问卷调查数据来自澳大利亚在线美容论坛的147名成员。调查结果强调，那些寻求解决问题支持并结合放松元素的成员将更倾向于与其他社区成员交流并在该社区内建立社会纽带。营销经理可以通过加强问题解决支持系统并创建环境来利用这些发现，社区成员还可以放松和放松以增加成员之间的交流，还可以增加社区内的社会纽带。

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