Friday 23rd of February 2018

Research on the Classification of Reviewers in Online Auction

Ren Licheng and Wu Ming

Online reviews are more influential than expert reviews towards marketing communication. Starting from the network reputation, this article classified online reviewers through the study of consumer reviews motivation and dominant willingness. The article deemed that the online-reviewers should be classified into Dominant egoist, Dominant altruist, Robust egoist, Robust altruist, Accommodated egoist, Accommodated altruist, Avoidant egoist and Avoidant altruist. These four types not only enrich online users behavior characteristics theory, but also provide a reference for website operators to understand their users.

Keywords: Online reviews; customer word-of-mouth; Word-of-mouth motivation; Dominant willingness.

Download Full-Text


Ren Licheng

Wu Ming

IJCSI Published Papers Indexed By:





IJCSI is a refereed open access international journal for scientific papers dealing in all areas of computer science research...

Learn more »
Join Us

Read the most frequently asked questions about IJCSI.

Frequently Asked Questions (FAQs) »
Get in touch

Phone: +230 911 5482

More contact details »