A TAM-based model of posting positive and negative reviews on online reputation systems

With the influence of online reviews growing more and more powerful, the factors that influence an individual's intention to post online reviews have been studied intensively. However, to date, very little attention has been paid to online reputation systems, which have been regarded as the most important platforms of providing online reviews. The Technology Acceptance Model is used in this study to analyze the impact of online reputation systems on posting online reviews. Furthermore, based on the positive reviews and negative reviews, this study establishes two models to analyze the effect of antecedents respectively, and empirically examines the two models by using Structural Equation Model. Results show that the factor which influences the intention to post positive reviews most is perceived usefulness of online reputation systems, followed by satisfaction. On the contrary, the factor which influences the intention to post negative reviews most is dissatisfaction, followed by perceived usefulness of online reputation systems. Perceived ease of use of online reputation systems does not directly affect the intention to post online reviews no matter the reviews are positive or negative.