The causes of electronic word of mouth on food sharing platforms: the perspective of knowledge sharing motivations

Abstract

Purpose

This study explores how egoism and altruism as knowledge sharing motivations influence consumers’ electronic word of mouth (eWOM) intentions on food platforms. It also investigates the interaction effect of egoism and altruism on eWOM intentions through attitude toward use (ATU).

Design/methodology/approach

A survey was conducted with 523 consumers who posted reviews on Taiwan’s two leading food platforms. The data were analyzed using structural equation modeling to examine the relationships between knowledge sharing motivations, ATU, and eWOM intentions.

Findings

Egoism and altruism influence eWOM intentions through ATU, with altruism having a more substantial impact. Their interaction further enhances the positive relationship between ATU and eWOM intentions.

Originality/value

This study fills the empirical gap by demonstrating the interaction effect of egoism and altruism on eWOM intentions. It highlights the role of intrinsic motivations in shaping consumer behavior on digital platforms and offers insights for businesses aiming to foster consumer engagement.

Citation

Leong, H.-Y., Chao, R.-F. and Wu, T.-C. (2025), "The causes of electronic word of mouth on food sharing platforms: the perspective of knowledge sharing motivations", British Food Journal, Vol. 127 No. 3, pp. 1043-1058. https://doi.org/10.1108/BFJ-05-2024-0553