Document Type

Work in Progress


Electronic Word-of-Mouth (eWOM) plays a persuasive role in influencing consumers’ attitudes and purchase decision. There are many efforts to identify the effect of eWOM on the customers’ purchase decision. However, few studies on the intrinsic motivation of eWOM participation in online shopping malls have been published to date. The main goal of this study is to identify the factors that motivate customers to participate in eWOM and to suggest relevant strategies for leading customers’ eWOM participations. To accomplish this goal, we propose a structural model mainly based on social identity theory. In addition, customer citizenship behavior (CCB) which has been extended from organizational citizenship behavior (OCB) is considered. And the effect of perceived extrinsic incentives such as; e-money or e-point on eWOM participation in the online shopping mall is contrasted with the effect of intrinsic motivation.