Quality & Quantity

, Volume 46, Issue 1, pp 221–236 | Cite as

The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior

  • Kuo-Kuang Chu
  • Chi-Hua Li
Research Paper


In the past, many researches had focused on discussions related to the importance of word-of-mouth (WOM) that affects consumer behavior. In this research, the antecedents of WOM behavior will be discussed from WOM senders’ perspectives. It covers consumers’ identity-related judgment, affective identification, and continuance commitment. Furthermore, discussions will also be made regarding whether consumer affective identification and continuance commitment will affect the relationship between consumers’ identity-related judgment and WOM behavior. The study findings show that the distinctiveness and conformity of consumers have significant effects on consumer affective identification. In terms of mediating effects, consumer affective identification plays a mediating role in consumers’ identity-related judgment, continuance commitment and WOM behavior.


Identity distinctiveness Identity prestige Identity similarity Identity conformity Affective identification Continuance commitment Word-of-mouth 


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Copyright information

© Springer Science+Business Media B.V. 2010

Authors and Affiliations

  1. 1.Graduate Institute of Marketing and Distribution ManagementNational Kaohsiung First University of Science and TechnologyKaohsiung CityTaiwan, R.O.C.

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