Electronic word of mouth (eWOM) plays an important part in our everyday life. When seeking information online through eWOM, our attitude towards specific information is inevitably affected by a wide range of factors and motives. Identifying and studying how motivations to seek eWOM affect our attitude towards said information may play a role to help us devise strategies to deal with new products, services and technologies as they are released in to the wild and get exposure to consumers. The aim of this research is to develop a model to study how certain specific motivations may affect the attitude individuals hold towards eWOM information. This paper develops a set of hypotheses to help evaluate how motivations affects the information seeker’s attitude towards the information. Future empirical research will test the proposed hypotheses to advance our understanding of the role of motivations when seeking eWOM information.