Understanding the Intention of Information Contribution to Online Feedback Systems from Social Exchange and Motivation Crowding Perspectives

The online feedback system (OFS) has been touted to be an effective artifact for electronic word-of-mouth (EWOM). Accumulating sufficient detailed consumption information in the OFS is essential to the success of OFS. Yet, past research has focused on the effects of OFS on building trust and promoting sales and little knowledge about information provision to OFS has been developed. This study attempts to fill this gap by developing and testing a theoretical model to identify the possible antecedents that lead to the intention of consumers´ information contribution to OFS. The model employs social exchange theory to identify benefit and cost factors influencing consumer intention, and motivation crowding theory to explore the moderating effects from environmental interventions that are embodied in OFS. Our preliminary results in general provide empirical support for the model. Practical implications are offered to OFS designers for system customization