Consumers' Motivations for Reading Electronic Word of Mouth (eWOM): A 4-IS Typology

Abstract

EWOM initiates more consumers’ empathy and is also reliable information for a consumer. Consumers are increasingly relying on finding and reading eWOM to make purchasing decisions. Knowing why the consumers read these eWOM helps marketers provide proper information and marketing contents. This study uses the phenomenographic approach to explore consumers’ motivations for reading eWOM. After interviews with thirty participants, this study constructed a 4-IS typology of eWOM motivation based on two dimensions: consumer’s product familiarity and purchase intention. The study also adopts the concept of MOAB model to illustrate four categories. This study provides some useful insights for marketers to systematically analyze why consumers read eWOM. It not only helps us understand why a consumer reads eWOM also helps us figure out how the eWOM affects a consumer.