M. Fine, M. Petrescu, and J. Gironda. (2017)
Journal of Hospitality and Tourism Technology
“Prosumers” (combining “producer” and “consumers”) describes consumers’ ability to openly share their product/service experiences and thereby drive sales and digital marketing. Understanding what motivates active prosumers to engage in electronic word-of-mouth (eWOM) and share or review their hotel experiences online can help organizations empathize with consumers and utilize their messages to co-create value. Identifying prosumers’ motivators can enable companies to properly target them as resources for review or consumer feedback studies. This study investigated the influence of motivators (intrinsic and extrinsic), service quality, and age on consumers’ electronic word-of-mouth communication behaviors.
A panel of 204 travelers was surveyed regarding their hotel travel experiences, propensity to write online reviews, preferred review-writing platform, motivations for writing reviews, and impressions of service quality. To test the hypotheses, a multivariate regression analysis was performed with eWOM as the dependent variable. Differences in eWOM as a function of preferred review platform were also tested using ANOVA, with a multiple comparison analysis that underlines the differences between prosumers who prefer different types of review platforms and their eWOM behaviors.
Both intrinsic and extrinsic motivators, as well as service reliability, had a significant influence on eWOM behavior, while service tangibility had a negative relationship. Additionally, prosumers’ engagement in eWOM about their hospitality experience differed according to their preferred review platform.
This paper develops a better understanding of what motivates people to engage in the eWOM communication behavior of writing online hotel reviews, by showing the effect of consumer motivations and service quality variables on prosumers’ engagement in online review behavior.
Electronic Word-of-Mouth, eWOM, Online Reviews, Prosumers, Service Quality, SERVQUAL