文化大學機構典藏 CCUR:Item 987654321/50413
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    题名: Understanding Users’ Urge to Post Online Reviews: A Study Based on Existence, Relatedness, and Growth Theory
    作者: Yu, Li-Chen
    Hsu, Chia-Lin
    关键词: brand awareness
    information quality
    motivations
    needs
    perceived critical mass
    urge to post online reviews
    日期: 2022-10
    上传时间: 2022-11-22 15:03:20 (UTC+8)
    出版者: SAGE Publications Inc.
    摘要: Online user-generated content continues to attract the attention of practitioners and academics. However, there is limited research on the fundamental motivations and psychological factors underpinning users’ urge to post online. Thus, the objective of this study is to investigate the impact of users’ existence, relatedness, and growth needs on intrinsic and extrinsic motivations and their urge to post online reviews. In addition, it examines the moderating effect of website features (i.e., perceived critical mass, brand awareness, and information quality) on such an impact. A regression analysis reveals that existence and growth needs have a significantly higher and more positive impact on intrinsic motivations than on extrinsic motivations. Relatedness needs, on the other hand, has a significantly higher and more positive influence on extrinsic motivations. Further, this study shows that existence, relatedness, and growth needs have a significant direct effect on the urge to post online reviews. It also confirms that website features significantly moderate the relationship between intrinsic motivations and the urge to post online reviews. In particular, perceived critical mass has a significantly moderating effect on the relationship between extrinsic motivations and the urge to post online reviews. The study concludes with the academic and managerial implications of its findings, its research limitations, and directions for future research.
    關聯: SAGE Open 卷 12, 期 4 October 2022
    显示于类别:[企業管理學系暨國際企業管理研究所] 博碩士論文

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