Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits

摘要

Online review, an important form of reputation systems, has been studied intensively because of its powerful impact on online retailers, intermediaries, and customers. However, to date, very little attention has been paid to factors that influence an individual’s intention to provide an online review. An extended theory of planned behavior and Big-Five personality framework are used in this study. We empirically examine our model by using a cross-sectional survey study, collecting data from a sample of 171 online shoppers. Results show that attitude, perceived pressure, neuroticism, and conscientiousness are significant predictors of an individual’s intention to provide an online review. Findings may help online retailers and/or intermediaries increase the number of online reviews provided, which will lead to more accurate rating information about transactions, products, or services and may serve as a stepping-stone to continuous improvements. Implications, limitations, and future research directions are discussed.