Unveiling Consumer Online Reviews: An In-Depth Analysis of Uses and Gratificatications

Abstract

This research scrutinizes the uses and gratifica- tions linked with consumer online reviewing, recognizing the motivations driving individuals to share feedback in digital spaces. Recognizing the constraints of time, money, and expertise, as well as potential limitations in sample selection, the study acknowledges the possibility of a small sample size hindering generalizability to the broader population of online consumers. Despite these limits, the study intends to investigate several forms of online evaluations (positive, negative, and neutral) in order to uncover the underlying motivations for customers' participation in digital mechanisms for feedback. Furthermore, the research endeavors to explore the repercussions businesses may encounter when providing incentives for customer feedback. While not considering the influence of different platforms or the specific stage of the purchasing process most affected, this study forms a foundational exploration into the multifaceted landscape of consumer online reviewing. By identifying and quantifying the components that impact consumer purchasing decisions, the research aims to shed light on the complex interplay between consumer motivations, online reviews, and business outcomes. This nuanced examination contributes to the existing body of knowledge in understanding the dynamics of online consumer behavior and provides valuable insights for businesses navigating the challenges and opportunities of the digital marketplace. © 2024 IEEE.