What drives consumers to spread online book reviews

Bibliographic Details
Main Author: Mendes, Margarida Salomé Martins
Publication Date: 2018
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/40253
Summary: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling What drives consumers to spread online book reviewsElectronic word-of-mouth (eWOM)Online book reviewsOnline reviewsOnline communitiesConsumer motivationsBooksPassa-palavra eletrónico (eWOM)Críticas online de livrosCríticas onlineDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRMIn the context of cyberspace, consumers are strongly affected by their peers’ online opinions. The Internet has allowed for the rapid growth of electronic word-of-mouth (eWOM) and thus, nowadays, we can find numerous product-related reviews and opinions from people around the globe. As a result, we are witnessing the rising of virtual communities, as well as new forms of social interaction. Regarding the book industry, research has highlighted the importance of online reviews as a reference when selecting and purchasing a book. However, the issue of what drives consumers to write online book reviews is seldom mentioned throughout the literature. This study focuses on the factors driving consumers to spread online book reviews. As a starting point, a Cheung and Lee’s model on what motivates consumers to spread eWOM was analysed, and other motivations that were found to be relevant in the literature were added to said model. The data was obtained through an online questionnaire published on Facebook and Goodreads book-related groups, as well as sent to the Nova Information Management School students. From the collected data, 225 responses were considered valid and were later analysed using PLS-SEM. The findings of this study showed that sense of belonging is the motivation with the greatest impact on consumer’s intention to write online book reviews, followed by venting negative feelings and desire for sharing, and, to a lesser extent, reputation. The results mentioned provide important insights that can be used both in future research and by managers in the book industry.No contexto do ciberespaço, os consumidores são fortemente influenciados pelas opiniões online dos seus pares. A Internet permitiu o rápido crescimento do passa-palavra eletrónico (eWOM) e, portanto, hoje em dia podemos encontrar inúmeras opiniões relacionadas com produtos, vindas de consumidores de todo o mundo. Consequentemente, estamos a testemunhar o surgimento de novas comunidades virtuais, bem como novas formas de interação social. No que diz respeito à indústria dos livros, a literatura tem destacado a importância das críticas online como referência para selecionar e comprar um livro. No entanto, a questão das motivações que levam os consumidores a escrever estas críticas online de livros raramente é mencionada na literatura. Este estudo centra-se nas motivações que levam os consumidores a escrever críticas online de livros, tendo como base o modelo de Cheung e Lee sobre as motivações dos consumidores para disseminar eWOM e adicionando a esse modelo outras motivações, que foram consideradas relevantes na literatura. Os dados foram obtidos através de um questionário disponibilizado em grupos relacionados com livros, no Facebook e no Goodreads, bem como enviado aos alunos da Nova Information Management School. A partir dos dados coletados, 225 respostas foram consideradas válidas e posteriormente analisadas através do PLS-SEM. Os resultados desde estudo mostraram que o sentimento de pertença é a motivação com maior impacto na intenção do consumidor para escrever críticas online de livros, seguindo-se as motivações partilhar sentimentos negativos e desejo de partilha e, em menor medida, a reputação. Os resultados mencionados fornecem informações importantes que podem ser usadas tanto em pesquisas futuras como a nível empresarial.Marreiros, Cristina Isabel Galamba de Oliveira de CostaRUNMendes, Margarida Salomé Martins2018-06-26T10:01:25Z2018-06-142018-06-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/40253TID:201947579enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:33:38Zoai:run.unl.pt:10362/40253Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:04:40.027111Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv What drives consumers to spread online book reviews
title What drives consumers to spread online book reviews
spellingShingle What drives consumers to spread online book reviews
Mendes, Margarida Salomé Martins
Electronic word-of-mouth (eWOM)
Online book reviews
Online reviews
Online communities
Consumer motivations
Books
Passa-palavra eletrónico (eWOM)
Críticas online de livros
Críticas online
title_short What drives consumers to spread online book reviews
title_full What drives consumers to spread online book reviews
title_fullStr What drives consumers to spread online book reviews
title_full_unstemmed What drives consumers to spread online book reviews
title_sort What drives consumers to spread online book reviews
author Mendes, Margarida Salomé Martins
author_facet Mendes, Margarida Salomé Martins
author_role author
dc.contributor.none.fl_str_mv Marreiros, Cristina Isabel Galamba de Oliveira de Costa
RUN
dc.contributor.author.fl_str_mv Mendes, Margarida Salomé Martins
dc.subject.por.fl_str_mv Electronic word-of-mouth (eWOM)
Online book reviews
Online reviews
Online communities
Consumer motivations
Books
Passa-palavra eletrónico (eWOM)
Críticas online de livros
Críticas online
topic Electronic word-of-mouth (eWOM)
Online book reviews
Online reviews
Online communities
Consumer motivations
Books
Passa-palavra eletrónico (eWOM)
Críticas online de livros
Críticas online
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
publishDate 2018
dc.date.none.fl_str_mv 2018-06-26T10:01:25Z
2018-06-14
2018-06-14T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/40253
TID:201947579
url http://hdl.handle.net/10362/40253
identifier_str_mv TID:201947579
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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