The scope of motivation studies for (e)word-of-mouth

抄録

There are fundamental differences between research into WOM (word-of-mouth), in which communication occurs face-to-face, and one into eWOM (electric word-of-mouth), which occurs over the Internet between strangers. In specifically looking at motivational factors, this study reveals significant differences in that while traditional WOM studies mainly discuss recipient motives, eWOM studies (a) mainly discuss sender motives and (b) permit the inclusion of economic motives.