An Integrated Study Of Factors Affecting Consumers' Willingness To Publish Online Word Of Mouth

In the process of shopping transaction,information asymmetry usually exists between buyers and sellers.In order to reduce the perceived risks of consumers in the shopping process,major e-commerce platforms have developed online product review functions and continuously improved the system to improve user experience.With the new trading pattern of electronic commerce is increasingly accepted by the broad masses of online consumers,online word-of-mouth because of its various strong influence has caused extensive concern of the major businesses and academic circles,and why consumers will be published online word-of-mouth and under what circumstances published online word-of-mouth have become the focus of attention of businesses and academia.Therefore,exploring consumers' willingness to release online public praise is the main issue studied in this paper.At present,abundant research results have been obtained on consumers' willingness to release Internet word of mouth,but there are some differences between these research conclusions,and few studies have discussed the mediating effect.This study firstly elaborates the research significance and purpose of consumers' willingness to release Internet word of mouth.Based on the motivation theory and planned behavior theory,which are widely studied at present,as the theoretical basis for building consumers' willingness to release online word-of-mouth,variables with more research frequency are cited as emotional regulation,self-improvement,support/revenge against merchants,helping others,and economic stimulation.The research model of this paper is constructed from four aspects: self-association,business association,others association and external stimulation.Meta-analysis and SEM were used to test the hypothesis of this study,and the mediating effects were analyzed with the R Meditation program.The results show that emotional regulation,helping others and supporting/retaliating merchants affect the willingness of word-of-mouth release through influencing attitudes;Self-improvement,helping others and economic stimulation directly affect the willingness of word-of-mouth release;At the same time,attitude plays an intermediary role between emotional regulation and the willingness of word-of-mouth release,helping others and the willingness of word-of-mouth release,and supporting/retaliating merchants and the willingness of word-of-mouth release.In general,this paper has enriched and improved the empirical research in this field and provided some valuable references.At the same time,it can be used for reference to guide merchants to know and understand the motivation of consumers to publish online word of mouth.