Why consumers engage in eWOM : motivation to conduct research online and post online reviews

Sammanfattning: The purpose of this study was to provide a better understanding why consumers conduct research online and post online reviews. This was achieved by finding relationships between the two phenomena presented above. The study used a cross-sectional design since little was known about the relationships within the chosen research area. Results were measured by quantitative instrument through a self-administered questionnaire divided by each phenomenon. The questionnaire was directed towards Swedish consumers in the buying decision process.Consumers conduct research online with the specific goal for gaining information posted by other consumers, since it has a higher credibility. Helping other consumers and self-expression was reasons found in relation to why consumers post online reviews.Findings strengthen the fact that higher education could be found of relationship to conduct research online; however, not to post online reviews. In comparison to previous studies the study measured online shopping frequency instead of Internet experience. It was found that consumers who conducted online shopping were in relation with previous presented theories.