Abstract
This research studied reviewer motivations for electronic word of mouth (eWOM) continuity and how individual and collective cultural values influence these motivations. The findings highlight the processes of extrinsic motivations (rewards) and intrinsic motivation (self-presentation) within eWOM. The research demonstrates that a combination of affective motivations (positive and negative consumption-related feelings) and cognitive motivations (helping and warning others) drives eWOM. The research uncovers review (dis)confirmations as important motivations to continue eWOM. The results reveal the impacts of reviewers' individual cultural values on motivations for eWOM continuity.
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