Positive and negative eWOM motivations and hotel customers' eWOM behavior: Does personality matter?

This study examined the effects of eWOM motivations on customers' eWOM behavior in the hotel setting. Two independent samples (sample 1: positive hotel service encounter, n = 246; sample 2: negative hotel service encounter, n = 230) were collected online via MTurk (Amazon Mechanical Turk). eWOM motivations were divided into positive (self-enhancement and enjoyment, altruism, and economic incentives) and negative motivations (venting negative feelings, altruism, and economic incentives). Self-enhancement and enjoyment was the critical predictor of positive eWOM behavior whereas venting and economic incentives were prominent predictors of negative eWOM behavior. Further, this study examined the moderating role of the Big Five personality traits in the relationship between eWOM motivations and eWOM posting behavior. Notably, agreeableness and conscientiousness were found to interact with self-enhancement and enjoyment, and altruism (both positive and negative) motivational factors, leading to eWOM behavior. Discussion and managerial implications are provided based on findings.