Intention to write reviews: influence of personality traits, attitude and motivational factors

Abstract

Purpose – The growth in online shopping activities has made online reviews a useful information source for customers. At the same time, the number of shoppers sharing their experiences through reviews has also increased. Not enough research has been undertaken in the past to examine a comprehensive set of factors that influence review posting behaviour. Further, the influence of personality traits on such behaviour is mostly unexplored. The study aims to examine the impact of the system’s usefulness and ease of use, along with shoppers’ motivation for writing reviews, namely, rewards and associated costs. Design/methodology/approach – Using the 3 M model of personality traits, this paper examined the impact of these personality traits on customers’ intent towards writing online reviews. A detailed review of the literature was undertaken to ascertain the pertinent factors, and the corresponding validated scales were obtained. The primary data was collected using an offline survey method, and 275 valid responses were recorded. The hypotheses were investigated through structural equation modelling on analysis of a moment structures 22.0. Findings – The study observed the significant effects of both ease of use and usefulness, on shoppers’ attitude. This favourable attitude was further found to have a positive effect on shoppers’ intention to write reviews. Of the eight personality traits as predictors of shoppers’ intention to provide reviews, three (neuroticism, agreeableness and openness) were observed to be significant predictors. It was noted that intrinsic rewards influenced shoppers’ intention. Conversely, extrinsic rewards were found to be insignificant in influencing shoppers’ intention. Costs had a significant negative impact on the intention to write reviews. Practical implications – The study presents theoretical and managerial implications. This paper suggests that for writing online reviews, the customers must perceive the review system to be simple, convenient and easy to use. It is pertinent for them to comprehend the usefulness of such reviews. Electronic retailers must highlight how the reviews are read and considered in making buying decisions. They must develop a system that enables the review writers to know the number of shoppers who have purchased the product after reading a particular review. E-retailers must strategize to highlight the intrinsic rewards available for shoppers to motivate them. Originality/value – The present study examines the factors that motivate and influence shoppers to write online reviews. Using the conceptual framework of technology acceptance model, the self-determination theory and the 3 M framework of personality traits, the study investigates the factors that motivate shoppers to write reviews. The most significant aspect of the present study is the inclusion of eight personality traits for deciphering the relationship between personality traits and the intention to write reviews.