MOTECH framework for deciphering the antecedents of sustainable consumer intention to share online reviews on E-commerce platforms

The rapid growth of online shopping activities on e-commerce platforms signifies the relevance of reviews in shaping consumers’ purchasing behavior, prompting e-retailers to explore ways to leverage high-quality reviews on their platforms. Despite its importance, existing research has predominantly examined the impact of reviews on consumers’ decision-making processes, with a dearth of inputs on the factors that influence consumers’ intentions to generate reviews. The limited research that has explored the driving factors of review generation in the hospitality and tourism sectors, insufficient to apply for e-commerce sector. The study aims to address this need gap by introducing the “MOTECH Framework,” which integrates motivational factors from self-determination theory with the technological attributes of the Technology Acceptance Model to identify the primary influencers of consumers’ review-sharing intentions. This study applied an online survey approach to collect primary data for the research. Structural equation modeling technique via SMART-PLS (4.1.1.1) software was applied to 240 valid responses. This study observes a positive impact of intrinsic motivators on consumers’ intention to share online reviews. Among extrinsic motivators, economic rewards encourage consumers to provide feedback. In contrast, self-enhancement negatively influences consumers’ intentions. Furthermore, the technological attributes of e-commerce platforms’ review systems significantly impact consumers’ review-sharing behavior. The uniqueness of the research lies in integrating two theoretical frameworks to develop the “MOTECH Framework,” which identifies key motivational and technological factors that shape consumers’ review-sharing behavior, specifically in the context of e-commerce platforms. The MOTECH framework further endorses Goals 12 (Responsible Consumption and Production) and 9 (Industry, Innovation, and Infrastructure), promoting ethical engagement and transparent customer feedback. Businesses and consumers may benefit from the framework’s endorsement of reliable, transparent review processes, which promote sustainable digital marketplaces, ultimately leading to sustainable consumer intention towards sharing reviews.