Research on the external factors of consumers releasing online comments

Nowadays many managers have recognized that consumers are influenced by Internet Word-of-mouth (WOM) communication before making their purchase decision. In the past few years, many experts studied the motives of consumers releasing online comments. However, few experts recognized whether there are some external factors affecting consumers´ comments. The findings of this study indicate that product type, product experiences, product sales affect the generation of Internet Word-of-mouth (WOM). In addition, through further survey, we find that these external factors affect the motives of consumers releasing online comments.