Why do people read reviews posted on customer-opinion portals?

Consumer reviews are accessible to a huge number of readers online, and thus this electronic word of mouth can affect product performance. This research uses template analysis of readers' stories and interviews to identify themes related to the reading of opinions on review websites (consumer-opinion portals), and within these themes, specific consumer motivations for reading other consumers' reviews. In doing so, it validates reading motivations identified by Hennig-Thurau and Walsh (2003), but finds that they do not encompass all motives for reading UK consumer-opinion-portal content. This study helps marketers to decide how to influence and encourage consumers positively to read about their products and what information they should provide. The research was conducted with users of the online opinion platform, ciao.co.uk