Understanding consumers’ continuance intention to contribute online reviews
| Published date | 05 February 2018 |
| DOI | https://doi.org/10.1108/IMDS-09-2016-0395 |
| Pages | 22-40 |
| Date | 05 February 2018 |
| Author | Li Xiang,Xiabing Zheng,Kem Z.K. Zhang,Matthew K.O. Lee |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
Understanding consumers’
continuance intention to
contribute online reviews
Li Xiang, Xiabing Zheng and Kem Z.K. Zhang
School of Management,
University of Science and Technology of China, Hefei, China, and
Matthew K.O. Lee
Department of Information Systems,
City University of Hong Kong, Hong Kong, China
Abstract
Purpose –The purpose of this paper is to integrate broaden theoretical perspectives in the investigation of
the key antecedents of consumers’continuous review contribution behavior on restaurant guide online
opinion platforms (OOPs). Integrating both rational and relational theoretical perspectives with an extension
of the investment model, a research model was proposed to explain what factors influence consumers’
intention to continuously contribute electronic WOM (eWOM) on OOPs.
Design/methodology/approach –The research model was empirically tested with an online survey study
of 438 eWOM contributors from a leading Chinese restaurant guide OOP, Dianping.com.
Findings –The results indicated that satisfaction, affective commitment, and continuance commitment were
key determinants of consumers’continuance intention to contribute eWOM on the platform. Satisfaction was
driven by concern for other consumers, social benefits, platform assistance, and venting negative feelings.
Quality of alternatives and investment size significantly affected continuance commitment.
Research limitations/implications –The selection of respondents is bound to the China area within a
particular OOP, although the chosen OOP is a leading one in China. In addition, this study focuses on the
perspective of commitment, but some social factors are neglected.
Originality/value –This paper provides an integrated theoretical framework to explore the factors
determining consumers’continuance intention to contribute restaurant reviews on OOPs. From both rational
and relational theoretical perspectives, the proposed model reveals the factors that encourage consumers to
continue contributing eWOM on OOPs.
Keywords Online reviews, Continuance intention, Commitment, eWOM contribution, Online opinionplatform
Paper type Research paper
1. Introduction
Traditional (offline) word-of-mouth communication has received much attention regarding its
effects on shaping the decisions of consumers (Brown and Reingen, 1987). The rapid
development of internet technologies has increasedthesignificanceofelectronicWOM(eWOM)
(Dellarocas, 2003; Hsu et al., 2016). Extant research has demonstrated that eWOM significantly
affects consumers’pre-purchase perceptions of the risks of online shopping (Ha, 2002) and their
value perceptions and loyalty intentions (Gruen et al., 2006). eWOM communication takes place
in many different ways, such as through e-mail, online discussion forums, newsgroups, blogs,
social networking sites, and online opinion platforms (OOPs).
This study focuses on OOPs, where consumers anonymously share their advice on and
consumption experience of products and services. Notable examples of OOPs include
Tripadvisor.com, Travellerspoint.com, and Dianping.com. eWOM on these platforms is not
controlled or manipulated by companies. The independent nature of these platforms is
expectedto increase the influenceand credibility of eWOMthat they carry. Further, eWOMon
Industrial Management & Data
Systems
Vol. 118 No. 1, 2018
pp. 22-40
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-09-2016-0395
Received 26 September 2016
Revised 15 January 2017
30 March 2017
Accepted 6 April 2017
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
This work was supported by the National Natural Science Foundation of China (Nos 71701195,
71631006). The authors express their thanks to the editors and the anonymous referees for their
constructive suggestions.
22
IMDS
118,1
OOPs can be continuously updated because products or services are systematically listed on
the platforms,where many different consumerscan comment on them. The online reviews of
restaurants, hotels, and travel services have a significant influence on the readers’purchase
decisions (Zhang et al., 2010).
OOPs have been developing rapidly in recent years. For example, Tripadvisor.com has
over 60 million eWOM messages and 50 million unique visitors per month. The adoption of
OOPs includes two major activities: eWOM consumption (i.e. consumers read eWOM) and
eWOM contribution (i.e. consumers contribute eWOM). Although these platforms have
increased in prevalence and influence, extant research mainly focused on consumers’OOP
adoption behavior at the initial stage. For example, Hennig-Thurau et al. (2004) investigated
consumers’motivations in articulating eWOM, and Khammash and Griffiths (2011) explored
four differenttypes of motives that drive customers to readonline review on OOPs. However,
few studies focused on consumer’s eWOM contribution behavior at the post-adoption stage
(Chu and Kim, 2011; Berger and Schwartz, 2011). Some issues about eWOM contribution
remains, for example, the motivation behind consumer’s continuous eWOM contribution
behavior on OPPs is uninvestigated. To extend this lineof research, this study focuses on the
post-adoption of OPPs and investigates the determinants of the continuance eWOM
contribution behavior of consumers.
Continuance research is particularly important in online services (Chen et al., 2009;
Hsu et al., 2004). An OPP is not sustained if consumers only read and stop contributing
eWOM messages. Not only the quality but also the quantity of eWOM affects the decision
making of consumers (Park et al., 2007). Madu and Madu (2002) posited that consistently
updated websites are essential to provide users with expected performance and added
value. From these perspectives, we expect that receiving continuous eWOM contribution
from users is critical for OOPs. However, prior studies in this area tend to rely on relatively
narrow theoretical perspectives, limiting on understanding of the very limited phenomenon.
According to the summary research of King et al. (2014), there is limited understanding on
the intervening processes that drive continuance behaviors. This paper aims to integrate
broaden theoretical perspectives in the investigation of the key antecedents of consumers’
continuous eWOM contribution behavior on OOPs. Integrating both rational and relational
theoretical perspectives, with an extension of the investment model, we present a research
model explaining how the satisfaction, affective commitment, and continuance commitment
of consumers influence their intention to continue contribute eWOM on OOPs.
The rest of the paper is organized as follows: the following section reviews the theoretical
background related to the study. Next, we introduce the research model and develop the
corresponding hypotheses. Then, we describe the research methodology and analyze the
data. Finally, the paper concludes with a discussion of research implications, research
limitations, and opportunities for further research.
2. Theoretical background
To understand the continuance eWOM contribution behavior of consumers on OOPs, this
study builds on two distinct perspectives: the rational view from literature on information
systems (IS) continuance and the relational view from commitment research. Extant
research has shown that satisfaction about usage experience is a key predictor of the
continuance intention to use web-based systems (e.g. Chen, 2007; Jin et al., 2010; Shiau and
Chau, 2012). The rational perspective holds that perceived performance (i.e. perceived
benefits) is one of the most important determinants of satisfaction. This line of study
emphasizes the provision of economic benefits or profits that satisfy users (Li et al., 2007).
We also draw on the relational view of studies on commitment. This research perspective
emphasizes the building and continuous maintenance of relationships by examining social
and psychological factors in online user-website relationships. This view suggests that
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Understanding
consumers’
continuance
intention
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