How motivation can be explained by consumer engagement : A quantitative study on how consumer engagement affects motivation to rank and review in an online context

Sammanfattning: Purpose: Explain how consumer engagement affects consumers motivation to rank and review on price-comparison sites. Hypotheses raised:H1 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to rank products online.H2 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to review products online.H3 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to rank products online.H4 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to review products online.H5 - There is a positive relationship between behavioral consumer engagement and theconsumer's motivation to rank products online.H6 - There is a positive relationship between behavioral consumer engagement and theconsumer's motivation to review products online. Methodology: Cross-sectional social survey design with a self-completion questionnaire. Conclusion: Based on this research all hypothesis tied to each individual dimension has been accepted, thus it can be concluded that consumer engagement does have a positive relationship with consumer’s motivation to engage online.