Positive Motives for eWOM/sWOM
| No | Positive motives | eWOM/sWOM contribution | Context | Source |
|---|---|---|---|---|
| 1. | Product involvement | Traditional WOM | Offline | Dichter (1966) |
| Self-involvement | ||||
| Other-involvement | ||||
| Message-involvement | ||||
| 2. | Social benefits | General eWOM | Internet | Hennig-Thurau et al. (2004) |
| Economic incentives | ||||
| Helping the company | ||||
| extraversion/positive self-enhancement | ||||
| 3. | Reflected appraisal of self | Food eWOM | SNS | Kim et al. (2015a, b) |
| Self-Image congruency | ||||
| 4. | Social outcome | General eWOM | SNS | Kim et al. (2015a, b) |
| Expectations | ||||
| Sharing enjoyment | ||||
| 5. | Reflected appraisal of self | Travel eWOM | SNS | Styvén and Foster (2018) |
| Opinion leadership | ||||
| Travel experience | ||||
| Need for uniqueness | ||||
| 6. | Helping company, Product involvement, Self-enhancement and Altruism | General eWOM | SNS | Whiting et al. (2019) |
| No | Positive motives | eWOM/sWOM contribution | Context | Source |
|---|---|---|---|---|
| 1. | Product involvement | Traditional WOM | Offline | |
| Self-involvement | ||||
| Other-involvement | ||||
| Message-involvement | ||||
| 2. | Social benefits | General eWOM | Internet | |
| Economic incentives | ||||
| Helping the company | ||||
| extraversion/positive self-enhancement | ||||
| 3. | Reflected appraisal of self | Food eWOM | SNS | |
| Self-Image congruency | ||||
| 4. | Social outcome | General eWOM | SNS | |
| Expectations | ||||
| Sharing enjoyment | ||||
| 5. | Reflected appraisal of self | Travel eWOM | SNS | |
| Opinion leadership | ||||
| Travel experience | ||||
| Need for uniqueness | ||||
| 6. | Helping company, Product involvement, Self-enhancement and Altruism | General eWOM | SNS |
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