Motivation of Online Additional Review Based on Grounded Theory

Autor:	Jin Ruan, Yanxia Cheng
Rok vydání:	2020
Předmět:	Software Knowledge management business.industry Impression management Computer science Field (Bourdieu) business Platform development Grounded theory Information exchange Interview data
Zdroj:	Advances in Intelligent Systems and Computing ISBN: 9783030539795 ATCI
Popis:	Online additional review is an extremely important link in online word-of-mouth marketing. This article is based on the additional reviews of consumers in shopping platforms such as Taobao.com, combined with field interview data, using Nvivo 11 software for rooting research, and finally get 10 different motivations for online additional review. They are emotional sharing, impression management, getting rewards, reselling, helping others, information exchange, supporting/punishing merchants, interacting with merchants, promoting platform development and obtaining platform support.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a44fb72da8d1d5f9daf6d836ae030180 https://doi.org/10.1007/978-3-030-53980-1_10 Zobrazit plný text záznamu