Altruism and Egoism in e-WOM: The moderating effect of Facebook perceived ease of use

Social media has developed as a platform in reviewing and recommending products and services. The intention to share information electronically (e-WOM) can be influenced by the consumers' intrinsic motivation (egoism and altruism). Both of these motivations can also be driven by the perception of ease in using the media. This study examines questionnaires obtained from consumers of several non-large businesses in Surabaya. The results of this study indicate that altruism influences e-WOM intention and PEOU when use Facebook to moderate the correlation of two independent variables on e-WOM intention.