An Exploratory Study of the Motives Engaged in the Dissemination of Social Word-of-Mouth via Mobile Device

Based on the observed difference in the timing of publishing word-of-mouth, this study attempts to clarify whether there are differences in motivation between word-of-mouth publishes from a computer and from a mobile device. In this study, we use exploratory factor analysis and find the motivation to disseminate word-of-mouth by mobile devices are divided to five dimensions: personal, social, consumption-based, perceptual and monetary conditions. This research further concludes that, social, perceptual and consumption-based conditions are more influential on sWOM dissemination. The findings of this study provide useful implications of the motives to disseminate social word-of-mouth via mobile device and can be further extended to be references and suggestions for the marketing practitioners.