Research on the Classification of Reviewers in Online Auction
Online reviews are more influential than expert reviews towards marketing communication. Starting from the network reputation, this article classified online reviewers through the study of consumer reviews motivation and dominant willingness. The article deemed that the online-reviewers should be classified into Dominant egoist, Dominant altruist, Robust egoist, Robust altruist, Accommodated egoist, Accommodated altruist, Avoidant egoist and Avoidant altruist. These four types not only enrich online users behavior characteristics theory, but also provide a reference for website operators to understand their users.
Keywords: Online reviews; customer word-of-mouth; Word-of-mouth motivation; Dominant willingness.
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ABOUT THE AUTHORS
Ren Licheng
Wu Ming
Ren Licheng
Wu Ming
