Abstract
ABSTRACT Online reviews have gained attention of both prospective consumers and business entities. Prior researchers have investigated motivators of online review writing; however, explicit role of intrinsic motivations for this voluntary act has yet to gain much attention. This study addresses this gap by examining consumers’ intrinsic motivations influencing their intention to write online reviews. An integrated model incorporating hedonic, pro-social, and ego-defensive motives as predictors along with Theory of Planned Behavior was developed and tested with data collected from 1111 users of e-tailer platforms. Results of PLS-SEM procedure reveal that the consumer’s intention to write online reviews is predicated on hedonic motivation and ego-defensive function as well as two TPB factors, namely, attitude toward review writing and perceived behavioral control. The study’s findings elucidate the complex mechanisms underlying consumers’ intention to write online reviews with implications for theory and practice of e-WOM behavior and business research.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
