Open Access Open Access  Restricted Access Subscription or Fee Access

Who posts online customer reviews? The role of sociodemographics and personality traits

Christopher King Manner


Online customer reviews (OCRs) are becoming increasing popular among consumers who read them to make informed decisions about products and services. However, little attention has been given to factors that influence those who generate OCRs. This study aims to fill this gap by exploring the sociodemographic characteristics and personality traits associated with positive and negative OCR creation. Logistic regression analysis shows that age has a quadratic (inverse U-shaped) effect on the likelihood of posting an OCR. Moreover, openness to new experiences, agreeableness, and conscientiousness are significant predictors of OCR creation. These findings may help marketers develop OCR platforms that encourage positive reviews

Full Text:



Acar, A. S., & Polonsky, M. (2007). Online Social Networks and Insights into Marketing Communications. Journal of Internet Commerce, 6(4), 55–72.

Amichai-Hamburger, Y., & Ben-Artzi, E. (2003). Loneliness and Internet use. Computers in Human Behavior, 19(1), 71–80.

Amichai-Hamburger, Y., & Vinitzky, G. (2010). Social network use and personality. Computers in Human Behavior.

Bae, S., & Lee, T. (2010). Gender differences in consumers’ perception of online consumer reviews. Electronic Commerce Research, 11(2), 201–214.

Barrick, M. R., & Mount, M. K. (1991). The Big Five Personality Dimensions and Job Performance: A Meta-Analysis. Personnel Psychology, 44(1), 1–26.

BrightLocal. (2015). Local Consumer Review Survey. Retrieved April 3, 2016, from

Butt, S., & Phillips, J. G. (2008). Personality and self reported mobile phone use. Computers in Human Behavior.

Cabrera, Á., Collins, W. C., & Salgado, J. F. (2006). Determinants of individual engagement in knowledge sharing. The International Journal of Human Resource Management, 17(2), 245–264.

Correa, T., Hinsley, A. W., & de Zuniga, H. G. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior.

Costa, P., & McCrae, R. (1992). Revised NEO personality (NEOPI-R) and NEO five factor inventory (NEO-FFI) professional manual. Odessa, FL: Psychological Assessment Resources. Retrieved from

Costa, P. T., McCrae, R. R., & Dye, D. A. (1991). Facet Scales for Agreeableness and Conscientiousness: A Revision of the NEO Personality Inventory. Personality and Individual Differences, 12(9), 887–898.

Devaraj, S., Easley, R. F., & Crant, J. M. (2008). Research Note—How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use. Information Systems Research. Retrieved from

Digital Air Strike. (2014). Automotive Social Media and Reputation Trend Study. Retrieved April 3, 2016, from

Dimensional Research. (2013). Customer Service and Business Results: A survey of customer service from mid-size companies. Retrieved from

Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? - An empirical investigation of panel data. Decision Support Systems.

East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study. International Journal of Research in Marketing.

Ehrenberg, A., Juckes, S., White, K. M., & Walsh, S. P. (2008). Personality and self-esteem as predictors of young people’s technology use. Cyberpsychology & Behavior : The Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society, 11(6), 739–41.

eMarketer. (2009). Can User-Generated Content Change Your World? Retrieved April 5, 2016, from

Fernandez-Villaverde, J., & Krueger, D. (2007). Consumption Over the Life Cycle: Facts From Consumer Expenditure Survey Data. The Review of Economics and Statistics, 89(3), 552–565.

Filieri, R. (2016). What makes an online consumer review trustworthy? Annals of Tourism Research, 58, 46–64.

Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44–57.

Forest, A. L., & Wood, J. V. (2012). When social networking is not working: individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook. Psychological Science, 23(3), 295–302.

Goldberg, L. R. (1993). The structure of phenotypic personality traits. The American Psychologist, 48(1), 26–34. Retrieved from

Gosling, S. D., Augustine, A. A., Vazire, S., Holtzman, N., & Gaddis, S. (2011). Manifestations of personality in Online Social Networks: self-reported Facebook-related behaviors and observable profile information. Cyberpsychology, Behavior and Social Networking, 14(9), 483–8.

Graziano, W. G., & Eisenberg, N. (1997). Handbook of Personality Psychology. Handbook of Personality Psychology. Elsevier.

Hamburger, Y. ., & Ben-Artzi, E. (2000). The relationship between extraversion and neuroticism and the different uses of the Internet. Computers in Human Behavior, 16(4), 441–449.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.

Jansen, J. (2010). Online Product Research. Pew Internet & American Life Project Report.

John, O., Donahue, E., & Kentle, R. (1991). The big five inventory—Versions 4a and 54. Berkeley, CA: University of California. Retrieved from

Jones, S., & Fox, S. (2009). Pew Internet Project Data Memo 1/28/09. Online. Retrieved from

Landers, R. N., & Lounsbury, J. W. (2006). An investigation of Big Five and narrow personality traits in relation to Internet usage. Computers in Human Behavior, 22(2), 283–293.

Lane, W., & Manner, C. (2014). Who Tends to Forward Viral Advertising Videos? The Effect of Demographics, Social Media Use, and Personality on the Intent to Forward Viral Video Ads. International Journal of Social Science Research, 4(Fall), 18–32. Retrieved from

Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352.

Lenhart, A., Madden, M., Macgill, A. R., & Smith, A. (2008, January 7). Teens and social media. Pew Internet and American Life Project. Retrieved from

Liao, H., & Chuang, A. (2004). A Multilevel Investigation of Factors Influencing Employee Service Performance and Customer Outcomes. Academy of Management Journal, 47(1), 41–58.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management.

Luca, M. (2016). Reviews, Reputation, and Revenue: The Case of Harvard Business School. Retrieved from Files/12-016_a7e4a5a2-03f9-490d-b093-8f951238dba2.pdf

Matzler, K., Renzl, B., Müller, J., Herting, S., & Mooradian, T. A. (2008). Personality traits and knowledge sharing. Journal of Economic Psychology, 29(3), 301–313.

McCrae, R. R., & Costa, P. T. (1997). Handbook of Personality Psychology. Handbook of Personality Psychology. Elsevier.

McElroy, J., Hindrickson, A., Townsend, A., & DeMarie, S. (2007). Dispositional Factors in Internet Use: Personality Versus Cognitive Style. MIS Quarterly, 31(4), 809–820.

Molleman, E. (2004). Person-Job Fit Applied to Teamwork: A Multilevel Approach. Small Group Research, 35(5), 515–539.

Moore, K., & McElroy, J. C. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior.

Nielsen. (2015). Global Trust in Advertising. Retrieved April 3, 2016, from

Pan, L. Y., & Chiou, J. S. (2011). How Much Can You Trust Online Information? Cues for Perceived Trustworthiness of Consumer-generated Online Information. Journal of Interactive Marketing.

Pew Research Center. (2014a). Internet User Demographics . Retrieved April 7, 2016, from

Pew Research Center. (2014b). Social Media User Demographics. Retrieved April 7, 2016, from

Phillips, J. G., Butt, S., & Blaszczynski, A. (2006). Personality and self-reported use of mobile phones for games. Cyberpsychology & Behavior : The Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society, 9(6), 753–8.

Picazo-Vela, S., Chou, S. Y., Melcher, A. J., & Pearson, J. M. (2010). Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits. Computers in Human Behavior, 26(4), 685–696.

Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25(2), 578–586.

Ryan, T., & Xenos, S. (2011). Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage. Computers in Human Behavior, 27(5), 1658–1664.

Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences.

Software Advice. (2015). New Retrieved April 3, 2016, from

Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323.

Sparks, B. A., So, K. K. F., & Bradley, G. L. (2016). Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management.

Technorati. (2011). State of the Blogosphere 2011. Retrieved April 5, 2016, from

Tuten, T. L., & Bosnjak, M. (2001). Understanding Differences in Web Usage: The Role of Need For Cognition and the Five Factor Model of Personality. Social Behavior and Personality: An International Journal, 29(4), 391–398.

Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123–127.

Wang, C.-C., & Yang, Y.-J. (2007). Personality and Intention to Share Knowledge: An Empirical Study of Scientists in an R&D Laboratory. Social Behavior and Personality: An International Journal, 35(10), 1427–1436.

Wang, J.-L., Jackson, L. A., Zhang, D.-J., & Su, Z.-Q. (2012). The relationships among the Big Five Personality factors, self-esteem, narcissism, and sensation-seeking to Chinese University students’ uses of social networking sites (SNSs). Computers in Human Behavior, 28(6), 2313–2319.

Watson, D., & Clark, L. A. (1997). Handbook of Personality Psychology. Handbook of Personality Psychology. Elsevier.

Wilson, K., Fornasier, S., & White, K. M. (2010). Psychological predictors of young adults’ use of social networking sites. Cyberpsychology, Behavior and Social Networking, 13(2), 173–7. Retrieved from

Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180–182.

Yoo, K. H., & Gretzel, U. (2008). What Motivates Consumers to Write Online Travel Reviews? Information Technology & Tourism, 10(4), 283–295.

Yoo, K. H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior.


  • There are currently no refbacks.

Copyright (c) 2018 Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior

For information about our biennial conference: