Given the importance of electronic word-of-mouth (eWOM) in consumer decision making and the great number of possible outlets for eWOM articulation, we focus on why consumers choose a particular eWOM channel. We apply the uses and gratifications approach to channel selection for creating media output. Doing so enables us to explain eWOM channel choice through consumers’ eWOM motives. We find that consumers tend to select eWOM channels that provide gratifications that support their motives for eWOM articulation. These findings can help companies to organize their eWOM management strategies more efficiently and to decide on which channels to focus their efforts.

中文翻译：

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将eWOM动机与eWOM渠道选择相关联-为什么我们要发布我们的工作地点？

鉴于电子口碑（eWOM）在消费者决策中的重要性以及eWOM清晰表达的众多可能渠道，我们着眼于为什么消费者选择特定的eWOM渠道。我们将使用和满足方式应用于创建媒体输出的渠道选择。这样做使我们能够通过消费者的eWOM动机来解释eWOM渠道的选择。我们发现，消费者倾向于选择提供满足其eWOM清晰表达动机的满足感的eWOM渠道。这些发现可以帮助公司更有效地组织其eWOM管理策略，并确定专注于哪些渠道的工作。