Since the smartphone era has spurred world-over, social network services have become a part of people`s daily lives. However, this relatively new phenomenon of technology development raises several negative side effects such as cyberbullying. One of the representative cases of cyberbullying is posting malicious comments online. Multiple social issues arising from this have given impetus to the “benevolent comments campaign” in order to restrain the diffusion of malicious comments. Benevolent comments have advantages that generate positive externalities such as inspiring ethics for an appropriate internet culture, but there is a lack of theoretical research on the deeper understanding of posting benevolent comments. This study thus aims to extract the motivations behind posting benevolent comments through in-depth interviews and suggest alternatives for relative issues through the causal relationship diagram of the system dynamics methodology. This work contributes to our understanding of the factors that affect the increase and decrease in benevolent comments in distinct structural frameworks.