What motivates online product reviewers to post reviews?

[mandy]

A previous study from online product review service provider Bazaarvoice showed that positive reviews posted online outnumber negative reviews eight to one. Now a new survey from the vendor and Keller Fay Group sheds some light on why: People who post reviews are more motivated by a desire to help the online community than by wanting an opportunity to bash brands.

The survey of more than 1,300 consumers who posted one or more reviews on sites using Bazaarvoice technology determined that 79% of those responding see reviews as a way of giving back to the review community. More than 75% said they post reviews in order to reward a company, and over 70% said they want to help companies improve the products they build and carry.

“These results indicate reviewers are motivated to help others and give back to the online community, not to knock down brands,” ...

full article: http://www.internetretailer.com/dailyNews.asp?id=24611