When are the buyers willing to post comments on an online feedback system? The moderating effects of online interactivity between buyers and sellers

This article examines the moderating effects of online interactivity between buyers and sellers, focusing on when buyers are willing to post comments, especially favorable comments on an online feedback system. Results show: in high online interactivity between buyers and sellers, satisfaction positively influences buyers' willingness of favorable comments but with no influence on general comment willingness, while material incentives positively influences general comment willingness but with no influence on favorable comment willingness. However, executive cost negatively influences favorable comments and general comment willingness regardless of the level of interactivity. This paper contributes to the WOM literature and interaction theory.