Abstract

The study explores and understands the antecedents that motivate the consumers to write online reviews on online consumer-opinion platforms in the Indian cultural context. This research employed the qualitative research approach using the in-depth interview method to understand the consumers’ motivation to write online reviews. The data collected in the form of interview narratives were analyzed using ATLAS.ti 8, a qualitative data analysis software. The study identified seven antecedents of writing online reviews based on the data analysis carried out in three phases. Further, based on the underlying meaning of these antecedents, a conceptual framework was proposed.

摘要

该研究探索并了解了在印度文化背景下激励消费者在在线消费者意见平台上撰写在线评论的前因。本研究采用定性研究方法，采用深度访谈法来了解消费者撰写在线评论的动机。使用定性数据分析软件 ATLAS.ti 8 分析以访谈叙述形式收集的数据。该研究基于三个阶段进行的数据分析，确定了撰写在线评论的七个前因。此外，基于这些前提的潜在含义，提出了一个概念框架。