Journal of Business and Retail Management Research (JBRMR) Vol.

10 Issue 2 April 2016

The Research of Motivation for Word-of-Mouth: Based on the Self-

Determination Theory
Wenguo Shen
Jingmian Huang
Dan Li
Business School, Sun Yet-sen University,
Guangzhou, China

Key words
Word-of-Mouth, Relationship Strength, Self-Determination Theory, Motivation
Abstract
To understand the generation of WOM motivation, this research studies the relationship between
three innate psychological needs (e.g. autonomy, competence, and relatedness) and word-of-mouth
motivation based on Self-Determination Theory. How the expertise of the sender, the relationship strength
between the sender and the receiver affect the motivation of word-of-mouth through these three
psychological needs is also studied. A questionnaire based survey was employed to collect data.
The results indicate that three psychological needs affect the motivation of word-of-mouth.
Moreover, the expertise of the sender affects the motivation of word-of-mouth through competence need,
and the relationship strength between the sender and the receiver affects word-of-mouth motivation
through relatedness need. This study will help companies to get deeper understanding of WOM
motivation, and suggestions is given to improve satisfaction of consumer basic psychological needs in
marketing activities.

Authors note
Acknowledgements
The fund project, the National Natural Science Fund “The research of customer need knowledge of employers in service
companies”（71172166）

1. Introduction
Word-of-mouth (WOM) refers to interpersonal communication of products, service or
companies between individuals. As such communication is non-commercial, consumers tend to
rely more on WOM to make a purchase decision. For companies, WOM is a double-edged
sword. Positive WOM may turn an infamous company to a world-renowned overnight, while
negative WOM may easily ruin a prestigious brand. There is a need to understand how WOM
functions for companies to enhance communication efficiency and establish competitive
advantages.
Some scholars have already discussed WOM motivation so far. However, previous
studies mainly focused on the structure of WOM motivation and the effect of different motives
on consumer intention and behavior, rather than the factors triggering the motivation. Self-
Determination Theory explains the motivation of human behaviors from three innate
psychological needs: autonomy, competence and relatedness. According to Self-Determination
Theory, the factors under social context which satisfy those needs should be considered when
explaining certain behaviors. Accordingly, we will discuss whether and how the social context
satisfies psychological needs when we explain WOM behaviors. Based on Self-Determination
Theory, the present research explains WOM motivation from a psychological perspective. It also
studies how the personal characteristics of the communicators trigger WOM motivation through

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three basic needs. The paper ends with a discussion of the implications from our findings for
marketing managers and researchers and suggest directions for future research.
2. Literature Review
2.1 Previous Research on WOM motivation
Word of mouth is the informal ways to convey ideas, comments, opinions or information
between individuals who are not salesman (Engel et al., 1969). Dichter (1966) interviewed
consumers on their motivation to communicate positive WOM. He identified the motivation
into four categories. First, product involvement, such as easing the tension or excitement from
the use of products. Second, self-enhancement, such as gaining attention, showing
connoisseurship and seeking confirmation. Third, message involvement, such as sharing unique
and attractive advertisement or promotion messages. Fourth, other involvement, such as
helping others(Dichter,1966). Price, Feick and Guskey (1955) reported that people spread WOM
out of altruism and helping others. Therefore, people tend to provide market information,
recommend products, and explain the pros and cons among brands to other consumers.
Sundaram, Mitra and Webster (1998) found that consumers engaged in positive WOM because
of altruism, self-enhancement and seeking opinions, while altruism, vengeance, and reduction
of anger, anxiety and sadness may cause negative WOM. The similarities and differences of
WOM motivation between U.S. and Chinese consumers was explored by Mee-Shew et al. (2007).
Consumers in both countries share similar motivational factors, such as altruism, sense of
achievement, and strength of social ties. Additionally, Chinese consumers engage in positive
WOM because of seeking advice and confirmation of own judgement. In terms of negative
WOM, similar motives include strength of social ties, altruism and seeking therapeutic effect.
However, seeking correction or compensation and seeking bargaining power are found only
among U.S. consumers, while seeking confirmation of one’s own judgment, seeking advice, and
seeking retaliation are found only among Chinese consumers. Hennig-Thurau et al. (2004) also
revealed eight motives of electronic WOM, including concerns for other consumers, venting
negative feelings, extraversion/positive self-enhancement, social benefits, economic incentives,
helping the company, advice seeking and platform assistance.
While prior research has studied different types of motives of WOM and their effect on
intention and behaviors, less is known about the factors triggering the motives of WOM. This
research will to discuss these factors based on Self-Determination theory.
2.2 Self-Determination Theory
According to Self-Determination Theory, humans were assumed to be active and
growth-oriented organisms that naturally tend to pursue psychological development,
continuously strive for challenges, and integrate external experiences and sense of self(Deci &
Ryan, 2000). These natural propensities require continuous support from the social environment
to function effectively. Deci & Ryan (2000) proposed that sustaining psychological development
and effective functioning depended on satisfaction of basic psychological needs for autonomy,
competency and relatedness. They argued that these needs were inherent and ubiquitous, and
had little difference across different gender, groups or cultures.
The autonomy need is the desire to self-organize experience and behavior and to have
activity consistent with integrated sense of oneself. When an individual perceives autonomy (for
example, expressing opinions and taking actions),or he can decide on his own in a high degree,
he feels that he can control his own behaviors, and becomes the owner of himself. Therefore, he
has high internal motivation to participate in activities. The relatedness need refers to the desire
to establish emotional bonds and affiliation with someone or a group— to be loved, understood

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and appreciated, also to experience a sense of belongingness. It reflects the need of being
connected emotionally with someone who is important. The competence need is described as
the trust that an individual believes his behaviors can reach a certain level in order to complete
an activity and to control the environment. For example, a valid and right challenge will fully
arouse one’s enthusiasm. In summary, the social context satisfying these needs can facilitate the
internalization of external motivation, and persist in an activity and positive mental conditions,
thus lead to better development and more positive results. The social context that thwarts
satisfaction of these needs, by contrast, results in lower motivation, work performance and
happiness (Liu & Zhang, 2010).
According to Self-Determination Theory, an individual’s motivation and behaviors
should be examined by whether the environment satisfies the needs for autonomy, competence
and relatedness. The present study focuses on the influence of three psychological needs on
WOM motivation, and how this effect is driven by WOM transmitter personal factors.
2.3 Personal Factors of the Transmitter
2.3.1 Relationship Strength
Bristor (1990) indicated that the WOM communication network is the social network
consisting of WOM communicators and their relationships between each other. The relationship
strength, which is the extent of the association between people, is considered as the power to
connect one and another in this social network. People in weak ties may be stranger or merely
know each other. Contradictory, in strong ties, people have very close relationships, such as
neighbors or friends. Prior research has mainly examined the effect of the relationship strength
on WOM from the perspective of WOM receivers. For example, Smith (2002) showed that the
effect of WOM on purchasing decision is influenced by the relationship strength, no matter the
purpose is hedonic or pragmatic. Wirtz and Chew (2002), on the other hand, indicated that
compared with consumers in weak ties, consumers in strong ties are more likely to engage in
WOM. In this research, we propose that relationship strength increases satisfaction of three
psychological needs, thus influences the motivation for and intention of WOM.
2.3.2 Expertise of WOM Transmitters
Expertise of WOM transmitters refers to the professional abilities and rich consumption
experiences of a particular product that the transmitter possesses. Researchers have found that
expertise of WOM transmitters affects consumer purchasing decisions through WOM (Bansal &
Voyer, 2000). Transmitters with professional knowledge are often experts or quasi-experts in a
certain field. Their expertise allows them to easily get in touch with new products and acquire
relative knowledge, earning high degrees of prestige through WOM (Mitchell & Dacin, 1996).
Nevertheless, previous researches seldom discuss how expertise of WOM transmitter
affects the motivation and behaviors of WOM. Childers et al. (2001) suggested that key opinion
leaders had more powerful influence on consumer behavior. As key opinion leaders, one of
their pivotal characteristics is their rich knowledge and professional competence in a certain
field. They are highly creative and bear greater risks. We assume that expertise of WOM
transmitter may increase satisfaction of psychological needs, which influence WOM motivation.
3. Research Model and Hypotheses
According to the literature review above, we propose the research framework shown in
Figure 1. Expertise of WOM transmitter, together with relationship strength of WOM
transmitter and receiver, will facilitate consumer perceived satisfaction of three psychological
needs during the process of WOM, which in turn affect WOM motivation.
3.1 Expertise of WOM Transmitter and Satisfaction of Competence Need

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As mentioned above, expertise of WOM transmitter refers to the professional abilities

and rich consumption experiences of a particular product that the transmitter possesses. In Self-
Determination Theory, competence need is defined as the trust that an individual believes
his behaviors can reach a certain level in order to complete an activity and to control the
Satisfaction of
Characteristics
Psychological H3 WOM motivation
of transmitter
Needs
H1 Autonomy Self-Enhancement
H4 H6
Expertise Competence Concern for Other Intention
Relatedness Consumers of WOM
H2 H5
Relationship Helping the Company
Strength Economic Incentives
Social Benefits
Figure 1 Research Framework
environment. However, this trust could be supported or thwarted by the environment.
Researches on consumer behaviors indicates that key opinion leaders play a critical role in
interpersonal communication. Firstly, mass communication media influence key opinion
leaders, then key opinion leaders spread the information to their followers through
interpersonal network. Key opinion leaders are keen on shopping and browsing product
information, and thus very concerned about retail price, promotional activities and service
quality of retail stores. In this regard, they have extensive product knowledge and rich
purchasing experiences, proactively share product information with others, and endeavor to
help others (Fieck & Price, 1987). People with high degree of expertise and competence will
proactively engage in WOM communication in order to satisfy their competence need, as they
believe they are capable of communicating correct product and brand information out of
confidence.
H1: Expertise of WOM transmitter positively affects satisfaction of competence need.
3.2 Relationship Strength and Satisfaction of Relatedness Need
According to Self-Determination Theory, relatedness need refers to the perceived
understanding and respect between people. They perceive a sense of belongingness or affinity
in groups or with others, and such relatedness in turn provides a supportive social context.
Interpersonal relationship that satisfies relatedness need will make the individual realize that
his own interest is cared about and that he is being liked.
Relationship strength is perceived closeness of the relationship between the WOM
transmitter and receiver. Bristor (1990) suggests that WOM communication network is a social
network which enhances interpersonal relationship through WOM. When relationship strength
is strong and people are closely connected, they would like to express their feelings and
opinions without reservation. They feel that they are trusted and understood each other, and a
sense of belongingness will be developed. That is why WOM between acquaintances is more
frequent (Anderson, 1998; Frenzen & Nakamoto, 1993). We assume that relationship strength
increases satisfaction of relatedness need.
H2: Relationship strength positively affects satisfaction of relatedness need.
3.3 Satisfaction of Psychological Needs and WOM motivation
Self-Determination Theory demonstrates that every single person has the need for
autonomy, relatedness and competence. Once these needs are satisfied, individuals will be
driven to work by internal motivation, stretching potential and producing positive outcomes.

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According to Self-Determination Theory, instead of individual difference of the density of those

psychological needs, satisfaction of these needs which affects motivation is underlined. We
hereby propose the following hypotheses:
H3: Satisfaction of autonomy need positively affects motives of WOM.
H3a: Satisfaction of autonomy need positively affects motive of self-enhancement.
H3b: Satisfaction of autonomy need positively affects motive of concerns for other consumers.
H3c: Satisfaction of autonomy need positively affects motive of helping the company.
H3d: Satisfaction of autonomy need positively affects motive of economic incentives.
H3e: Satisfaction of autonomy need positively affects motive of social benefits.
H4: Satisfaction of competence need positively affects motives of WOM.
H4a: Satisfaction of competence need positively affects motive of self-enhancement.
H4b: Satisfaction of competence need positively affects motive of concerns for other consumers.
H4c: Satisfaction of competence need positively affects motive of helping the company.
H4d: Satisfaction of competence need positively affects motive of economic incentives.
H4e: Satisfaction of competence need positively affects motive of social benefits.
H5: Satisfaction of relatedness need positively affects motives of WOM.
H5a: Satisfaction of relatedness need positively affects motive of self-enhancement.
H5b: Satisfaction of relatedness need positively affects motive of concerns for other consumers.
H5c: Satisfaction of relatedness need positively affects motive of helping the company.
H5d: Satisfaction of relatedness need positively affects motive of economic incentives.
H5e: Satisfaction of relatedness need positively affects motive of social benefits.
3.4 WOM motivation and Intention of WOM
Several motives for WOM have been found so far (Sundaram & Webster, 1998; Hennig-
Thurau et al., 2004). Self-enhancement, concern for other consumers, helping the company,
economic incentives and social benefits are widely acknowledged as motives of WOM. The
research of Hennig-Thurau et al. (2004) indicates that the stronger these motives, the more
possibly WOM occurs.
H6: Motivation of WOM communicators positively affects intention of WOM.
H6a: Self-enhancement positively affects intention of WOM.
H6b: Concern for other consumers positively affects intention of WOM.
H6c: Helping the company positively affects intention of WOM.
H6d: Economic incentives positively affect intention of WOM.
H6e: Social benefits positively affect intention of WOM.
4. Research Design
After reviewing relevant literature on WOM and Self-Determination Theory, we
summarize five motives of WOM, including concern for other consumers, self-enhancement,
social benefits, economic incentives, and helping the company. The scale developed by
Netemeyer et al. (1992) is used to evaluate expertise of WOM transmitter. The transmitter’s
knowledge and abilities of the product are mainly investigated from five aspects: insightful,
capable, knowledgeable, and trained and experienced (Netemeyer et al., 1992). We adopts the
scale proposed by Frenzen and Nakamoto (1993) to evaluate the relationship strength, including
closeness, familiarity, support and connection. The scale examining satisfaction of psychological
needs is adapted from the innate psychological needs scale of Deci and Ryan (2000). The five
motives of WOM is measured according to Hennig-Thurau et al. (2004), including self-
enhancement, concern for other consumers, helping the company, economic incentives and

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social benefits. And the scale of WOM comes from Brown (2005). All the measures in this study
are in standard seven-point Likert scale format.
We tested the survey after referencing from other scholars, and finalized the
questionnaire according to test results. The questionnaire was distributed via online and offline
channels to reach target population. The survey was posted through social media such as
Weibo, Wechat, and QQ, and successfully collected 382, with 332 valid. In addition, the “mall
intercept” method was undertaken at the train station and a popular mall. 100 paper
questionnaires was distributed and collected, with 92 valid. In total, 424 questionnaires are
valid. The collected and valid questionnaires comprise of 37.6% and 87.9% of total distributed
questionnaires respectively. T-test was conducted between the online and offline samples. There
is no significant difference on the age, sex, education degree between the two samples.
Among 424 valid samples, male respondents consist of 53.5% while female 46.5%. In
terms of age distribution, 82.5% of the samples fall on the range between 20 and 30 years old.
Also, 89.6% of the respondents receive bachelor or higher degrees, and thus they are more
concerned about the overall consumption experience.
5. Data Analysis
5.1 Reliability Analysis
According to reliability analysis of all 11 variables, apart from self-enhancement (0.690),
relationship strength (0.785) and social benefits (0.798), reliability coefficients (Cronbach’s α) of
other variables are above the 0.8 level. The result indicates that all measures are reliable.
5.2 Validity Analysis
The research model was subjected to a confirmatory factor analysis by using maximum
likelihood estimate program in LISREL 8.52. The fit statistics of the confirmatory factor analysis
indicate that the measurement model fits the samples well (χ2/df=2.15 (P=0.00), CFI=0.92,
NFI=0.91, NNFI=0.91, RMSEA=0.076). Meanwhile, all factor loadings are highly significant, and
none of the shared variances (Φ2) between pairs of constructs is larger than the average variance
extracted (AVE) by each construct, showing that the measures exhibit convergent and
discriminant validity.
5.3 Tests of the Research Model and Hypotheses
Using sample statistics, we conduct structural equation modeling. The results indicate
that this model performs well in terms of goodness-of-fit (χ2/df=2.01 (P=0.00),
NFI=0.900，NNFI=0,915，CFI=0.921，RMSEA=0.076). Figure 2 and Table 1 below
demonstrates the path coefficients of different variables in the research model and summarizes
the results of the tests of hypotheses respectively.

Self-Enhancement
0.41
**
Autonomy Need
0.16
**

0.53
**

0.13
**

Concern for Other

0.19
**
Consumers
0.37
**
0.86
**
0.63
**
Expertise of
1.18
**

transmitter Competence
0.16
**
-1.82
**
Helping Company Intention of
Need
WOM
0.21
**
0.93
**

0.38
**

-0.15
**

Economic Incentives
0.69
**

0.81
**

Relationship Relatedness
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Journal of the Academy of Business
0.22 0.22 and Retail Management (ABRM) 80
** **
Strength
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0.42
**
Social Benefits

Figure 2 The Path Coefficient of the Model

Table 1 Summary of Tests of Hypotheses

Hypothesis Content Supported or
Not
H1 Expertise of WOM transmitter positively affects satisfaction of Yes
competence need.
H2 Relationship strength positively affects satisfaction of relatedness Yes
need.
H3 Satisfaction of autonomy need positively affects motives of WOM. Partially
Support
H3a Satisfaction of autonomy need positively affects motive of self- Yes
enhancement.
H3b Satisfaction of autonomy need positively affects motive of concerns for Yes
other consumers.
H3c Satisfaction of autonomy need positively affects motive of helping the No
company.
H3d Satisfaction of autonomy need positively affects motive of economic No
incentives.
H3e Satisfaction of autonomy need positively affects motive of social Yes
benefits.
H4 Satisfaction of competence need positively affects motives of Partially
WOM. Support
H4a Satisfaction of competence need positively affects motive of self- Yes
enhancement.
H4b Satisfaction of competence need positively affects motive of concerns Yes
for other consumers.
H4c Satisfaction of competence need positively affects motive of helping Yes
the company.
H4d Satisfaction of competence need positively affects motive of economic No
incentives.
H4e Satisfaction of competence need positively affects motive of social Yes
benefits.
H5 Satisfaction of relatedness need positively affects motives of Yes
WOM.
H5a Satisfaction of relatedness need positively affects motive of self- Yes
enhancement.
H5b Satisfaction of relatedness need positively affects motive of concerns Yes
for other consumers.
H5c Satisfaction of relatedness need positively affects motive of helping the Yes
company.
H5d Satisfaction of relatedness need positively affects motive of economic Yes
incentives.
H5e Satisfaction of relatedness need positively affects motive of social Yes
benefits.
H6 Motivation of WOM positively affects intention of WOM. Partially

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Support
H6a Self-enhancement positively affects intention of WOM. Yes
H6b Concern for other consumers positively affects intention of WOM. Yes
H6c Helping the company positively affects intention of WOM. No
H6d Economic incentives positively affect intention of WOM. Yes
H6e Social benefits positively affect intention of WOM. Yes

6. Conclusion
6.1 The Effect of Psychological Needs on WOM motivation
This study reveals that satisfaction of transmitters psychological needs significantly
affects WOM motivation, and therefore supports Deci and Ryan’s point of view that motivation
for behaviors derive from three basic psychological needs (Deci & Ryan, 2000).
While emphasizing satisfaction of autonomy and competence need, Deci and Ryan
suggested that relatedness need, which was considered as “needed backdrop”, was less
important and promoted internal motivation more indirectly. In contrast, Vallerand regarded
the related need as an innate psychological need of an individual in social groups (Vallerand,
1997). He argued that relatedness need was less important than the other two needs for
activities that only require independent efforts, such as studying. However, when teamwork
was involved, satisfaction of relatedness need became significant to the outcome (Vallerand,
1997). In this study, we find that satisfaction of relatedness need is the most significant to all five
motives of WOM among three psychological needs, indicating that whether the transmitter
engages in WOM depends on his satisfaction of relatedness need, that is, whether he perceives a
sense of belongingness. Our research supports Vallerand’s standpoint.
The research also suggests that satisfaction of autonomy need insignificantly affects
motive of helping the company, and negatively affects motive of economic incentives.
Satisfaction of autonomy need is on personal level, which can be controlled by the transmitter
himself. Business operation, on the other hand, may hardly be controlled by his own. That may
be the reason why satisfying autonomy need cannot effectively motivate the transmitter to help
the company. Also, satisfaction of autonomy need refers to the desire to follow one’s own will
and not be shackled. In this sense, such inner desire contradicts with offering incentives to
motivate WOM. Hence, satisfaction of autonomy need has significantly negative impact on
economic incentives. Besides, the study reveals that the effect of satisfaction of competence need
on economic incentives is insignificant, suggesting that satisfaction of competence need will not
trigger motivation to pursue economic incentives.
6.2 The Effect of Personal Factors on WOM motivation
Based on Self-Determination Theory, the study constructs an effect mechanism
indicating that personal factors affect WOM motivation through satisfaction of psychological
needs. It is certified that Self-Determination Theory can be applied to WOM communication,
and can yield meaningful guidance to motivate WOM.
The study also suggests that expertise of WOM transmitter positively affects satisfaction
of competence need, and the relationship strength positively affects satisfaction of relatedness
need. Thus, the more expertise WOM transmitter has, the more likely the competence need will
be satisfied. Meanwhile, if the relationship strength between WOM transmitter and receiver is
high, the relatedness need is more likely to be satisfied, which makes WOM motivation more
likely to be triggered.

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6.3 The Relationship between Motivation and Intention of WOM

The research indicates that self-enhancement, concern for other consumers, helping the
company, economic incentives and social benefits will significantly affect WOM intention.
Among these motives, the concern for other consumers has the most significant effect, while
economic incentives the least. Consequently, it is suggested that to trigger WOM
communication, companies should encourage consumers to help each other in addition to
offering economic incentives.
The research also reveals that helping the company negatively affects WOM motivation,
which is inconsistent with the research by Hennig-Thurau et al. (2004). It is possible that motives
of concern for other consumers and helping the company are similar in their construct,
multicollinearity may exist, which can be subjected to investigation in future research.
7. Contribution, Limitation and Future Research
The present study extends the application of Self-Determination Theory to management
of WOM from information management, sports management, education management, health
management and other behavioral management fields. It successfully integrates motivation
theories with WOM management theories to examine how external environmental factors affect
three psychological needs to trigger WOM motivation.
The research suggests companies to improve satisfaction of consumer basic psychological
needs in daily marketing activities in order to arouse WOM motivation. For example, they can
educate consumers to expand their knowledge on product or service; they can also promote
consumers to communicate with each other and enhance familiarity among them by
establishing membership clubs or online discussion boards.
There are some limitations in this study. First, when analyzing external environmental
factors, we only take personal factors of transmitters into consideration, but ignore other social
factors, such as rewards provided by companies, which may influence WOM motivation
through three psychological needs. Second, the samples are collected by recalling the inner
thoughts and motivation, their respective answers may impair the subjectivity of the study.
Third, the age of most of the samples ranges from 20 to 30 years old, it may also impact the
result. In general, it is expected to conduct future researches on social factors that trigger WOM
motivation, including rewards provided by companies, consumption experience and consumer
involvement.
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