Creating diffusive electronic Word-of-Mouth (eWOM) is a key branding issue in today’s marketing world. One way to accomplish this is to create and provide the attractiveness of eWOM information. A key question, however, is whether the eWOM content should match the utilitarian value or the hedonic value as well as whether the effect of eWOM content on willingness to share depends on the customer-specific context. Thus, the purpose of this article is to examine the effect of eWOM content on willingness to share, and the moderating effects of product involvement and public self-consciousness. This study uses smartphone as object, inviting students studying Marketing at College of Business, Chinese Culture University as respondents, and based on a 2 (utilitarian value: high, low) x 2 (hedonic value: high, low) between-group design. The empirically finding showed that both utilitarian value and hedonic value lead to greater willingness to share. In addition, product involvement and public self-consciousness increase the positive impact of utilitarian value but decrease the impact of hedonic value on willingness to share. These results provide powerful evidence for the feasibility of eWOM content in the diffusive eWOM and indicate that the marketer should identify eWOM information affects a resender’s intention to share eWOM information between the different social context of consumers. In other word, both the type of message content and the consumer characteristics or contexts must be considered simultaneously.
