A Netnographic Study of eWOM Motivations to Articulate Dining Experiences

This study explains electronic word of mouth (eWOM) in terms that are opposed to the traditional definitions and examines the motivations that lead to eWOM in order to clarify ethnic restaurant users’ post-consumption behavior online. To fill in the gap left by studies that have primarily relied on predetermined questionnaires (e.g., DINESERV), this study uses a qualitative methodology (i.e., netnography). Four motivations for engaging in eWOM are identified. Customers tend to articulate their dining experiences by engaging in online social networks for the purpose of evaluating services, expressing positive or negative feelings, approving other members’ contributions, or gaining positive recognition from others.