How Egoistic, Altruistic and Social Motivators and Personalization
Influence Online Reviewer Engagement
Arjan te Brake S2372215
Table of content
- Relevance - Research questions - Conceptual model - Methodology - Results - Discussion - Managerial implicationsRelevance
“Studies estimate that product and service reviews are the primary factor behind 20–50%
of all purchase decisions. (Bughin, Jacques, Jonathan Doogan, 2010).”
● To influence purchasing behavior as a company, it is essential to increase OCRs ● Adresses the question of why people engage in the writing of OCRs.
Research questions
Main questions: How can companies induce consumers to write OCRs through the use of
(personalized) requests?
- Sub-questions: What are the primary motivators for consumers to write OCRs?
- How can we use these motivators to induce consumers to write OCRs about the product they bought?
- How does personalization in a request to the consumer impact the willingness to write a review?
- To what extent do the motivators, egoistic, altruistic, and social impact the targeted consumer In their willingness to write a request? And which one has the most impact on the willingness to write a review? - How does personalization impact the effect of the three motivators, egoistic, altruistic and social, on the
willingness to write OCRs?
Methodology (2)
Dummies/
Variables Anova Regression
Discussion
Overall effect
● The findings indicate significant positive effect of the egoistic motivator, altruistic motivator on the willingness to write” an OCR.
● There is support that there is a negative effect of personalization on the effect of the altruistic motivator on the willingness to write a review.
● “Mismeasurement” social motivator / Personalization, Privacy
Managerial implications
●
Managers have to opt for either egoistic or altruistic motivators to enhance the
willingness to write when requesting a review
●
Personalization negatively impacts the effect of an altruistic motivation used in a
request
Advise:
Limitations & future research
Bounded rationality and limited resources
Inevitable limitation
Biassed sample / Specific setting Investigate in a broad panel of
representative settings, with different sample profiles or volumes,
and in different countries
Scales and underlying constructs have only been narrowly examined Scales can be refined and dimensions can be used to create typologies, which can be
