Online Reviewers’ Motives and Corresponding Abilities in Posting Electronic Word-of-Mouth：A Metacognition Perspective

• Main Authors: Tzu-Han Lin, 林子涵
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/gn6s3q

博士 === 元智大學 === 管理學院博士班 === 104 === The current study was divided into two stages. An in-depth interview on 12 participants was employed in the first stage, with the grounded theory adopted to locate which motivation affected the metacognition of announcers of electronic word-of-mouth, to explore subsequent abilities as the result of such metacognition, and to examine potential relationships between such concepts and process. The results of this stage revealed that motivation of announcers of electronic word-of-mouth included intrinsic motivation (driven by personal interest) and extrinsic motivation (driven by rewards and substantial benefits). Moreover, metacognition was divided into technology-driven (writing, planning, and executive metacognition) and non-technology-driven (cultural, interactive, and emotional metacognition). The results of the interview also indicated that abilities resulting from metacognition types included core abilities (interactive knowledge and self-efficacy) and multiple abilities (creativity, productivity, communicative competence, and empathy). The second stage of the study was a quantitative analysis, not only verifying the conceptual framework proposed at the first stage but also examining if announcers of electronic word-of-mouth developed different abilities due to metacognition types. The results revealed that when announcers of electronic word-of-mouth had high intrinsic motivation, writing metacognition and emotional metacognition led to abilities such as interactive knowledge, self-efficacy, creativity, communicative competence, and empathy. On the other hand, high extrinsic motivation enabled announcers of electronic word-of-mouth to develop interactive knowledge, self-efficacy, creativity, and productivity via planning, executive, cultural, and interactive metacognition. The current study examined the relationship between metacognition types and subsequent abilities among announcers of electronic word-of-mouth. The findings not only provide useful methods and steps related to maintaining social media platforms but also enrich the literature related to metacognition, hoping to fill the theoretical gap, to enrich relevant literature, and to offer practical marketing suggestions.