Abstract Most online shoppers are not willing to take the initiative to write and post their consumption experience or product reviews at e-commerce platforms. It is important for e-commerce platforms and related platforms service providers to understand the motivation of consumers posting product reviews accurately. Based on the technology acceptance model and social exchange theory, the paper attempts to take online shoppers and reviewers as research object, with the employment of the research framework composed of the motivation of customer reviews including social motivation, individual psychological motivation and technological motivation. With the method of partial least squares structural equation modeling (PLS-SEM), the researcher tests the reliability and validity of the model. The results reveal that technical acceptance factors are the key ones affecting the consumer reviews motivation of the e-commerce platforms. The motivations of reputation, reciprocity and economic rewards all positively influence consumer online reviews intention, while review cost motivation plays a negative role. Meanwhile, the motivations of enjoying helping others, perceived fun and social interaction have less significant influence on the customer review intention. The model provides one of theoretical explanation for the optimization and improvement of customer review systems on the e-commerce platforms.
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