A Study of the Factors That Influence the Willingness of Users to Leave Comments on E-Commerce Platforms

Pinghao Ye and Liqiong Liu
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Pinghao Ye: Wuhan Business University, China
Liqiong Liu: Wuhan Business University, China

Information Resources Management Journal (IRMJ), 2021, vol. 34, issue 1, 1-18

Abstract: This study aims to better understand the elements of e-commerce platforms that cause users to be more willing to leave behind comments. The authors summarize the literature of influencing factors and construct an influencing factor model for user comments. Self-expression questionnaires were used to provide data for structural equation modeling (SEM). They found that user reputation, perceived moral responsibility, and emotional tendency each exert a positive impact on the willingness to comment; that reciprocity psychology moderates the correlation between moral responsibility and commenting willingness; and that platform feedback moderates the correlation between economic reward and emotional tendency. This study helps merchants better understand when users are more likely to leave comments helpful to improving customer satisfaction levels.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:rmj000:v:34:y:2021:i:1:p:1-18

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