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.

Keywords:

• Online reviews
• electronic word-of-mouth
• antecedents of online reviews
• customer feedback
• culture
• Indian consumers

Notes

1 The number written behind the quotations 4481:4553 refers to their position of start and stop in the document by counting the number of characters.