Economic Thought and Practice, , 2026.
Preliminary communication
https://doi.org/10.17818/EMIP/2026/17
THE ROLE OF PERSONAL MOTIVES IN CONSUMERS’ EWOM INTENTION: INSIGHTS ACROSS AGE AND GENDER
Nikolina Pleša Puljić
orcid.org/0000-0002-6986-6393
; Virovitica University of Applied Sciences
*
Zrinka Blažević Bognar
; Virovitica University of Applied Sciences
Dejan Tubić
orcid.org/0000-0002-3042-1346
; Virovitica University of Applied Sciences
* Corresponding author.
Abstract
This study examines how personal motives influence consumers’ intention to generate electronic word-of-mouth (eWOM) on social networking sites. Drawing on prosocial and moral motivation theory, it considers altruism, egoism, principalism, and collectivism as key predictors, and also examines differences by age and gender. Data were collected from 469 respondents using a structured questionnaire and analysed with ANOVA, t-tests, correlation, and multiple regression. The results show that altruism, principalism, and collectivism significantly predict eWOM intention, with principalism being the strongest predictor. Egoism is positively related to eWOM intention but is not significant in the regression model. Age differences are found for egoism and principalism, while gender differences appear only for collectivism. Although actual behaviour was not measured, the study provides useful insight into how personal motives influence eWOM intention and offers implications for digital engagement strategies.
Keywords
age differences; eWOM intention; gender differences; personal motives; social media
Hrčak ID:
346383
URI
Publication date:
17.4.2026.
Visits: 322 *