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Facebook Users' Behaviour and Motivation for Writing Reviews

  • Jeong, So Hee (Researcher, Korea Institute of Industrial Technology (KITECH)) ;
  • Chung, Myoung Sug (Department of Industrial Engineering, Ajou University) ;
  • Lee, Joo Yeoun (Department of Industrial Engineering, Ajou University)
  • Received : 2018.05.08
  • Accepted : 2018.06.19
  • Published : 2018.06.30

Abstract

Individuals depend considerably on gathering information from personal social networks rather than from commercial network channels or the mass media. Most academic journals that have examined this topic concentrate on online users' information-searching behaviours; however, this paper discusses online users' information-providing behaviour in the online community. The aim of this study is to investigate that online users' motivation to write reviews on Facebook and how the motivations affect users' information-providing behaviour. This study focusses on Facebook members' motivations that affect their review-writing behaviour. The fundamental theory for examining this topic is Vogt and Fesenmaier's (1998) 'information need'. This study modifies Vogt and Fesenmaier's (1998) theory for virtual communities through the development of each concept's measurement items, selecting the information need of four variables: functional, hedonic, innovation, and sign need. Among the four variables, sign need is the most important factor for Facebook users in the virtual environment. Through sign need, people indicate their status, personality form, and position, which significantly affects members' review-writing behaviour on Facebook.

Keywords

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