E/M/20. Dissertation. Consumers Motivations for Word-of-Mouth

The aim of the present study is to explore consumers motivations for WOM. Since developing such an understanding is the strength of the inductive approach, the qualitative research method was chosen. Semi-structured interview was employed in this study to collect primary data. A list of questions and an interview procedure was developed after the pilot study. 25 participants were selected by using convince sampling. The data that was collected by the interviews was analysed by a combination of deductive and grounded theory approach. The findings of this study confirmed and further explored the existing categories of consumers motivations in PWOM, which includes altruism, self-enhancement, product involvement, supporting the company and material interest. Two new categories were identified: topic involvement and personal attitudes toward other person(s). Five existing categories of the motivations for NWOM were confirmed: anxiety reduction, altruism, advice seeking, vengeance, material interest. Also, four new categories were emerged form the data analysis: against the company, topic involvement, personal attitudes toward other person(s), and against the nation(s). Further research was recommended on exploring the new categories of motivations for both of PWOM and NWOM. Also, the relationship between consumption experience and motivations for WOM should be further examined. .