Word-of-mouth (WOM) has been recognized as an influential marketing tool that drives product success. As many companies are making efforts to generate extensive word-of-mouth about their products or services to enhance corporate performance, it is important to understand the fundamental reasons why word-of-mouth occurs. This study explained the reasons for word-of-mouth generation through customers' self-presentation tendencies, and considered intrinsic motivation and extrinsic motivation as mediating variables in the effect of self-presentation on WOM intention. In particular, intrinsic motivation and extrinsic motivation were each divided into cognitive and affective dimensions, and the study examined whether there were differences in the influence of the cognitive and affective dimensions of intrinsic motivation and extrinsic motivation on WOM intention depending on hedonic versus utilitarian products. The results showed that higher self-constructive self-presentation tendency was associated with higher cognitive dimension of intrinsic motivation—altruism—and higher affective dimension—enjoyment-seeking motivation. Higher interpersonal likeability self-presentation tendency was associated with higher affective dimension of extrinsic motivation—recognition from others. However, interpersonal likeability self-presentation did not influence the cognitive dimension of extrinsic motivation—monetary reward-seeking motivation. Additionally, intrinsic motivations of altruism and enjoyment-seeking, as well as the extrinsic motivation of recognition-seeking, were found to increase WOM intention, whereas monetary reward-seeking motivation did not affect WOM intention. Furthermore, for hedonic products related to emotional aspects, affective motivation was found to increase WOM intention, while for utilitarian products, cognitive motivation was found to increase WOM intention.