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

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.