Measuring motivations for online opinion seeking

Ronald E Goldsmith

Online interpersonal influence or electronic word-of-mouth ('eWOM') is an important aspect of ecommerce.
  

Measuring Motivations for Online Opinion Seeking

Ronald E. GoldsmithFlorida State University

David HorowitzFlorida State University

INTRODUCTION

As the Internet becomes increasingly a locus for consumption, we observe both differences and similarities between online and offline consumer behavior. The unique asynchronous and interactive nature of cyberspace gives consumers unparalleled access to information, wide product and brand choice, the ability to make price and quality comparisons as never before, and the opportunity to interact with companies and with other consumers in many different ways (Negroponte and Maes 1996). These interactions are conducted via e-mail, instant messaging, homepages, Blogs,...

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