Corresponding Author

Mohamed Nazir, James Cook University, Cairns, QLD, Australia,

Document Type



This study enlists four motive constructs (achievement, control, escapism, and friendship) to show significant differences exist across when applied to different VWs platforms, and shows VW platform studies need to be investigated in isolation, and not in combination. The four motive constructs differ, and in structural equation modelling they can be treated as a combined suite of input motives, and against one VW platform at a time. Such studies offer developers (and relational marketers) direction when formulating and building their VW platform’s sustainable positioning modelling outcome directions.