是什么促使消费者撰写在线评论?印度文化背景下的定性研究

Q1 Business, Management and Accounting Journal of Global Marketing Pub Date : 2021-02-08 DOI:10.1080/08911762.2021.1882022

Kulwinderjit Kaur, Tejinderpal Singh

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引用次数: 7

摘要

摘要本研究探讨并理解在印度文化背景下，促使消费者在在线消费者意见平台上撰写在线评论的前因。本研究采用质性研究方法，采用深度访谈法来了解消费者撰写在线评论的动机。以访谈叙述形式收集的数据采用ATLAS进行分析。Ti 8定性数据分析软件。根据三个阶段的数据分析，该研究确定了撰写在线评论的七个先决条件。进一步，基于这些先行词的潜在意义，提出了一个概念框架。

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What Motivates Consumers to Write Online Reviews? Qualitative Research in the Indian Cultural Context

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.

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.