Research on the Classification of Reviewers in Online Auction
نویسندگان
چکیده
Online reviews are more influential than expert reviews towards marketing communication. Starting from the network reputation, this article classified online reviewers through the study of consumer reviews motivation and dominant willingness. The research deemed that the online-reviewers should be classified into Dominant egoist, Dominant altruist, Robust egoist, Robust altruist, Accommodated egoist, Accommodated altruist, Avoidant egoist and Avoidant altruist,and these four types enrich online users’ behavior characteristics theory. Different marketing strategies for various online users’ motivation were also proposed, which may help the website operators to understand their users, to choose the communication channels of EWOM and design internet marketing strategy.
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