From Why and What to Where I Post: Online Poster Behavior

Yu-Jen Chen, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
This study examines online posters behavior in terms of how consumers decide which forums/ websites to post their product experience. We show that two factors, the posting motive and the valence of posting message, might affect site choice decision. Specifically, when posters’ salient motivation is being influential, they tend to choose a website with higher heterogeneous opinions and consumers (e.g., a product category website).When posters’ salient motivation is affiliation, they tend to choose a website with higher homogeneous opinions and consumers (e.g., a brand website). The predicted direction, however, will be opposite when the message is negative.
[ to cite ]:
Yu-Jen Chen and Amna Kirmani (2010) ,"From Why and What to Where I Post: Online Poster Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 777-777 .