Typology of online reviewers based on their motives for writing online reviews

Abstract

Literature on online reviews has largely deliberated on factors that influence shoppers' behaviour. Few studies have examined the reasons that motivate shoppers to write online reviews and not much attention has been given to understand the differences among shoppers who provide online reviews. Despite the exponential growth of e-commerce and that of the impact of online reviews, very little is known about the segments of review providers. This paper addresses the gap by developing and profiling shoppers based on their motivations to write online reviews. The objective is to identify profiles of shoppers who intend to write online reviews based on the factors identified as important in the process of writing reviews. Cluster analysis was used to profile the customers in various segments. The findings indicated three distinct segments. The results of this research are pertinent to online and offline retailers to comprehend shoppers' motivations to write online reviews, which would help them to develop marketing strategies as per the profile of each segment.