Abstract

http://ssrn.com/abstract=2210707
 


 



What Motivates Consumers to Produce Online Reviews? Solidarity, Status, and the Soapbox Effect


Edward F. McQuarrie


Santa Clara University - Leavey School of Business

Shelby H. McIntyre


Santa Clara University

Ravi Shanmugam


Santa Clara University - Marketing

February 1, 2013


Abstract:     
A new kind of consumer behavior has emerged online: publishing reviews of a product or service one has consumed, for no tangible compensation (e.g., on Yelp.com). We examine three possibilities for consumers’ motivation to produce reviews: that reviews are written from a sense of community; or instead, to compete for status; or alternatively, out of some intrinsic motivation. Each of these makes a different prediction about the effects of positive feedback. Using three longitudinal datasets, we find that feedback has a small negative effect on review production, except in the case of new reviewers, and at the extreme of no feedback. We interpret the negative effect of feedback as a demotivating impact of external rewards on a self-determined behavior. Consumers emerge as intrinsically motivated to express their views and tastes to an audience of strangers. These results point to more general factors that distinguish newly emergent consumer behaviors made possible by the Web.

Number of Pages in PDF File: 66

Keywords: online reviews, eWOM, solidarity, intrinsic motivation

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Date posted: February 3, 2013  

Suggested Citation

McQuarrie, Edward F. and McIntyre, Shelby H. and Shanmugam, Ravi, What Motivates Consumers to Produce Online Reviews? Solidarity, Status, and the Soapbox Effect (February 1, 2013). Available at SSRN: http://ssrn.com/abstract=2210707 or http://dx.doi.org/10.2139/ssrn.2210707

Contact Information

Edward F. McQuarrie (Contact Author)
Santa Clara University - Leavey School of Business ( email )
500 El Camino Real
Santa Clara, CA California 95053
United States
Shelby H. McIntyre
Santa Clara University ( email )
Santa Clara, CA 95053
United States
Ravi Shanmugam
Santa Clara University - Marketing ( email )
Santa Clara, CA 95053
United States
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