Motives and Corresponding Behaviors in Reading Electronic Word of Mouth

With the growth of eWOM, researchers pay much attention to eWOM-related issues. In these studies, eWOM is viewed as a source of information or knowledge, and much attention is paid to eWOM creation and its types. Besides eWOM itself, users’ motives and corresponding behaviors are also potential issues in eWOM-related study. However, topics of users’ motives and corresponding behaviors, especially eWOM receivers’ motives and corresponding behaviors, have been ignored for a long time. In the present study, we try to interview several consumers to explore their original motives and corresponding behaviors of reading eWOM.


Tom Cheng-Wen Yao, Shu-Ling Liao, and Angeline Te-Yi Lin (2011) ,"Motives and Corresponding Behaviors in Reading Electronic Word of Mouth", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 148-149.


Tom Cheng-Wen Yao, Yuan Ze University
Shu-Ling Liao, Yuan Ze University
Angeline Te-Yi Lin , National ChengChi Uniersity


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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