Altruísmo |
Desejo de prevenir os outros consumidores de experiências negativas. |
Hennig-Thurau, Gwinner, Walsh e Gremler (2004)Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52. http://dx.doi.org/10.1002/dir.10073
http://dx.doi.org/10.1002/dir.10073...
, C. W. Yoo et al. (2013)Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of eWOM participation on e-loyalty in e-commerce. Decision Support Systems, 55(3), 669-678. http://dx.doi.org/10.1016/j.dss.2013.02.001
http://dx.doi.org/10.1016/j.dss.2013.02....
, Yap, Soetarto e Sweeney (2013)Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender's perspective. Australasian Marketing Journal, 21(1), 66-74. http://dx.doi.org/10.1016/j.ausmj.2012.09.001
http://dx.doi.org/10.1016/j.ausmj.2012.0...
, Munzel e Kunz (2014)Munzel, A., & Kunz, W. H. (2014). Creators, multipliers, and lurkers: Who contributes and who benefits at online review sites. Journal of Service Management, 25(1), 49-74. http://dx.doi.org/10.1108/JOSM-04-2013-0115
http://dx.doi.org/10.1108/JOSM-04-2013-0...
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Emoções negativas |
Emoções associadas às experiências negativas. |
Zeelenberg e Pieters (2004)Zeelenberg, M., & Pieters, R. (2004). Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research, 57(4), 445-455. http://dx.doi.org/10.1016/S0148-2963(02)00278-3
http://dx.doi.org/10.1016/S0148-2963(02)...
, Verhagen, Nauta e Felberg (2013)Verhagen, T., Nauta, A., & Feldberg, F. (2013). Negative online word-of-mouth: Behavioral indicator or emotional release? Computers in Human Behavior, 29(4), 1430-1440. http://dx.doi.org/10.1016/j.chb.2013.01.043
http://dx.doi.org/10.1016/j.chb.2013.01....
, Thøgersen, Juhl e Poulsen (2009)Thøgersen, J., Juhl, H. J., & Poulsen, C. S. (2009). Complaining: A function of attitude, personality, and situation. Psychology & Marketing, 26(8), 760-777. http://dx.doi.org/10.1002/mar.20298
http://dx.doi.org/10.1002/mar.20298...
, Sweeney, Soutar e Mazzarol (2005)Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2005, December). The difference between positive and negative word-of-mouth - emotion as a differentiator. Proceedings of the ANZMAC 2005 Conference: Broadening the Boundaries. Perth, Australia., Munzel e Kunz (2014)Munzel, A., & Kunz, W. H. (2014). Creators, multipliers, and lurkers: Who contributes and who benefits at online review sites. Journal of Service Management, 25(1), 49-74. http://dx.doi.org/10.1108/JOSM-04-2013-0115
http://dx.doi.org/10.1108/JOSM-04-2013-0...
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Vingança |
Desejo de retaliação e de prejudicar a empresa em resposta a uma experiência insatisfatória e a sensação de estar se sentindo prejudicado. |
Hennig-Thurau et al. (2004)Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52. http://dx.doi.org/10.1002/dir.10073
http://dx.doi.org/10.1002/dir.10073...
, Wetzer, Zeelenberg e Pieters (2007)Wetzer, I. M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring why people engage in negative word-of-mouth communication. Psychology & Marketing, 24(8), 661-680. http://dx.doi.org/10.1002/mar.20178
http://dx.doi.org/10.1002/mar.20178...
, Munzel e Kunz (2014)Munzel, A., & Kunz, W. H. (2014). Creators, multipliers, and lurkers: Who contributes and who benefits at online review sites. Journal of Service Management, 25(1), 49-74. http://dx.doi.org/10.1108/JOSM-04-2013-0115
http://dx.doi.org/10.1108/JOSM-04-2013-0...
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Reputação |
Percepção individual de ganhar respeito e ter um status através da classificação do seu comentário como sendo útil por outros consumidores. |
Chang e Chuang (2011)Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9-18. http://dx.doi.org/10.1016/j.im.2010.11.001
http://dx.doi.org/10.1016/j.im.2010.11.0...
, Cheung e Lee (2012)Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms? Decision Support Systems, 53(1), 218-225. http://dx.doi.org/10.1016/j.dss.2012.01.015
http://dx.doi.org/10.1016/j.dss.2012.01....
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Reciprocidade |
Desejo do consumidor de que outras pessoas também postem comentários negativos. |
Chang e Chuang (2011)Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9-18. http://dx.doi.org/10.1016/j.im.2010.11.001
http://dx.doi.org/10.1016/j.im.2010.11.0...
, Cheung e Lee (2012)Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms? Decision Support Systems, 53(1), 218-225. http://dx.doi.org/10.1016/j.dss.2012.01.015
http://dx.doi.org/10.1016/j.dss.2012.01....
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Busca por providências |
Obter respostas ou providência para a resolução de algum problema. |
Hennig-Thurau et al. (2004)Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52. http://dx.doi.org/10.1002/dir.10073
http://dx.doi.org/10.1002/dir.10073...
, Thøgersen et al. (2009)Thøgersen, J., Juhl, H. J., & Poulsen, C. S. (2009). Complaining: A function of attitude, personality, and situation. Psychology & Marketing, 26(8), 760-777. http://dx.doi.org/10.1002/mar.20298
http://dx.doi.org/10.1002/mar.20298...
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