직무요구가 내재적 동기부여에 미치는 영향 : 상사와 동료의 정서적 및 수단적 지원의 삼원조절효과

조영삼,홍가혜 대한경영학회 2019 大韓經營學會誌 Vol.32 No.1

This study investigated the effects of job demand and social support on employees’ intrinsic motivation based on the job demand-resource model. Although many researchers have examined the antecedents of intrinsic motivation, a study of the relationship between job demand and intrinsic motivation was overlooked. Futhermore, there has been a limitation that the existing studies investigated the social support from the dichotomous or integrative perspective (i.e. supervisor and colleague or emotional and instrumental supports). Thus, we examined the relationship between job demand and intrinsic motivation first, and then the respective effects of the four types of social support on intrinsic motivation. Especially, unlike previous literature, the remarkable difference in this study is considering the supports of both supervisor and colleague between them, simultaneously. Drawing upon the conservation of resource theory, we expected that employees would be selectively dependent on the social support they needed in the situation of high job demand. Hypothesis 1: Job demand will be negatively related to intrinsic motivation. Hypothesis 2: Supervisor’s emotional support (2a) and instrumental support (2b) will be positively related to intrinsic motivation. Hypothesis 3: Colleague’s emotional support (3a) and instrumental support (3b) will be positively related to intrinsic motivation. Hypothesis 4: Social supports will positively moderate the relationship between job demand and intrinsic motivation. In the situation of high job demand, the positive moderating effect will be stronger when selectively depending on the support by either supervisor or colleague than when depending on the supports by both supervisor and colleague. Especially, the positive moderating effect will be the strongest when depending on supervisor’s instrumental support. The result indicated that job demand was negatively related to employees’ intrinsic motivation. Contrary to our expectation, only emotional supports of supervisor and colleague were positively related to their intrinsic motivation. The results of the three-way interaction effects showed that job demand and intrinsic motivation was positively related only when supervisor’s instrumental support was stronger and colleagues’ emotional or instrumental support was weaker. Based on these research finding, we discussed theoretical and managerial implications. 본 연구는 직무요구-자원 모형을 기반으로 직무요구와 사회적 지원이 조직구성원들의 내재적 동기부여에미치는 영향을 고찰하였다. 많은 연구자들이 내재적 동기부여의 중요성을 인지하며 그 선행변수를 살펴본실증연구가 상당히 진행되어 왔음에도 불구하고, 직무요구와의 직접적인 관계를 고찰한 연구는 상대적으로간과되어 왔다. 더불어 사회적 지원에 대한 연구 역시도 상사 및 동료의 지원 또는 정서적 및 수단적 지원등의 이분법적이거나 하나의 변수로 통합한 관점에서만 살펴보았다는 한계점이 존재한다. 이에 본 연구는먼저 직무요구와 내재적 동기부여 간의 관계에 주목하고, 사회적 지원을 네 가지 유형 즉, 상사의 정서적지원, 상사의 수단적 지원, 동료의 정서적 지원, 동료의 수단적 지원으로 구분하여 그 원천과 유형에 따른개별적인 직접효과를 조명하였다. 특히, 기존연구와는 달리 본 연구가 가지는 가장 큰 차별점은 직무요구와내재적 동기부여 간의 관계에서 삼원조절효과를 통해 사회적 지원의 핵심적인 두 축으로서 상사와 동료의지원을 동시에 고려하였다는 점이다. 실제로 조직에서 상사와 동료의 지원을 분리하여 이해하는 것보다는공존하는 관계 속에서 차별적인 역할을 규명하는 것이 좀 더 현실적인 접근이라 할 수 있겠다. 본 연구는자원보존이론을 토대로 직무요구가 높은 상황에서 조직구성원들은 자신에게 필요한 사회적 지원에 선택적으로 의존할 것이라고 예상하였다. 연구결과, 직무요구는 내재적 동기부여와 부의 관계를 나타냈다. 네 가지유형의 사회적 지원과 내재적 동기부여 간의 정의 관계는 예상과는 달리 상사의 정서적 지원과 동료의 정서적지원만이 유의한 것으로 나타났다. 삼원조절효과의 결과는 직무요구가 높은 상황에서 상사와 동료의 지원모두에 의존하기 보다는 상사의 수단적 지원에 선택적으로 의존할 때 내재적 동기부여에 대한 긍정적인 조절효과가 가장 큰 것으로 나타났다. 결론에서는 이러한 결과를 바탕으로 이론적 및 실무적 시사점을 논의하였다

지방대학 전업주부 대학생의 내·외재적 동기, 자기조절학습전략과 대학생활 만족도의 구조적 관계: 전남 동부권 대학을 중심으로

김대명 부산대학교 여성연구소 2014 여성학연구 Vol.24 No.2

The purpose of this study is to analyze the structural relationship among intrinsic and extrinsic motivation, self-regulated learning and campus-life satisfaction of housewife college students in regional university. The data in this study are collected through survey for intrinsic-extrinsic motivation, self-regulated strategies and life satisfaction by 500 students in 6 universities located in eastern part of Jeonnam province. As a result of structural equation the study model explaining the relationship of intrinsic-extrinsic motivations, self-regulated learning strategies and life satisfaction are assessed as an appropriate model for experimental data. In case of the route model compromised of intrinsic-extrinsic motivations were giving significant effect to self regulated learning strategies and campus-life satisfaction statistically. The effect of intrinsic motivation is relatively higher than extrinsic motivation for life satisfaction and self-regulated learning strategies. Furthermore intrinsic motivation has bigger effect on life satisfaction when self-regulated learning strategies was used as a parameter. As a result of the verification of parameter effects by Sobel. Intrinsic -extrinsic motivation were giving relevant effects using self-regulated learning strategies as a parameter for campus-life satisfaction statistically. Self-regulation became a parameter for satisfaction. intrinsic- extrinsic motivation and self-regulated learning strategy borne by the self-adjustment to university life leads a statistically significant impact. Intrinsic-extrinsic motivation explains 62% of self-regulation and both Intrinsic-Extrinsic Motivation together with Self-regulated Learning Strategies explains 78% of Life Satisfaction in university life. So this study proves that intrinsic-extrinsic motivation has a significant effect to housewife university student's study pattern. Moreover through the interaction of intrinsic–extrinsic motivation and self-regulated learning strategies suggests the need to search for various ways to increase campus-life satisfaction of housewife university students. 본 연구의 목적은 지방대학 전업주부 대학생의 내·외재적 동기, 자기조절학습전략과 대학생활 만족도의 구조적 관계를 분석해 보는 것이다. 전남 동부권에 소재하고 있는 대학 및 전문대학 6개교에서 500명을 대상으로 내·외재적 동기, 자기조절학습전략과 대학생활 만족도 검사를 실시하여 자료를 수집하였다. 구조방정식 분석 결과, 내·외재적 동기, 자기조절학습전략과 대학생활 만족도의 구조적 관계를 설명하는 연구 모형이 경험적 자료에 적합한 모형으로 평가되었다. 표준화 회귀계수로 구성한 경로 모형은 내·외재적 동기가 자기조절학습전략과 대학생활 만족도에 통계학적으로 유의미한 정적 영향을 미치고 있었다. 그리고 내재적 동기가 외재적 동기보다 자기조절학습전략과 대학생활 만족도에 미치는 영향력이 상대적으로 더 컸으며 또한, 내재적 동기가 외재적 동기보다 자기조절학습전략을 매개로 하여 대학생활 만족도에 미치는 영향력이 상대적으로 더 컸다. 그리고, Sobel의 매개 효과 검증 결과, 내·외재적 동기는 자기조절학습전략을 매개로 하여 대학생활 만족도에 통계적으로 유의미한 영향을 미치고 있었다. 내·외재적 동기는 자기조절학습전략을 62% 설명해 주고 있으며, 내·외재적 동기와 자기조절학습전략은 대학생활 만족도를 78% 설명해 주고 있다. 이 연구는 교육 현장에서 내·외재적 동기가 지방대학 전업주부 대학생들의 자기조절학습전략을 통한 학습에 매우 중요한 영향을 미치고 있음을 밝혀 주었으며, 또한 내·외재적 동기와 자기조절학습전략의 상호작용을 통해 대학생활 만족도를 높여주는 다양한 방법이 모색되어야 할 필요성을 시사하고 있다.

지원적 리더십이 내재적 동기부여 및 직무성과에 미치는 영향

김세화(Sehwa Kim),심덕섭(Duksup Shim),김형진(Hyungjin Kim) 대한경영학회 2017 대한경영학회 학술발표대회 발표논문집 Vol.2017 No.1

본 연구는 상사의 지원적 리더십이 종업원의 내재적 동기부여 및 직무성과에 미치는 영향을 검증하기 위해 지원적 리더십과 내재적 동기부여와의 관계, 내재적 동기부여와 직무성과와의 관계, 지원적 리더십과 직무성과 간의 관계에서 내재적 동기부여의 매개효과 및 내재적 동기부여와 직무성과 간 관계에서 자기효능감의 조절효과에 관한 가설을 설정하고 가설 검증을 위해 국내 기업 전기전자, 기계, 자동차 등 제조업 분야의 11개 조직 202명의 종업원들의 설문자료를 분석하였다. 실증분석 결과는 다음과 같다. 첫째, 지원적 리더십은 내재적 동기부여에 유의한 정의 영향을 주는 것으로 나타났다. 둘째, 내재적 동기부여는 직무성과에 유의한 정의 영향을 주고 있음을 발견하였다. 셋째, 내재적 동기부여는 지원적 리더십과 직무 성과 사이의 관계를 매개하는 것으로 나타나, 지원적 리더십이 내재적 동기부여를 통해 간접적으로 직무성과에 영향을 주고 있음을 시사해 주고 있다. 넷째, 자기효능감은 내재적 동기부여와 직무성과 간의 관계를 조절하는 것으로 나타났다. 구체적으로 종업원의 자기효능감이 낮을 때보다 높을 때 내재적동기부여가 직무성과에 미치는 영향이 더 강하게 나타나고 있음을 제시해주고 있다. 본 연구는 연구변수들 간의 직접적인 인과관계 분석에서 벗어나 상대적으로 연구가 미흡했던 내재적 동기부여의 매개효과 분석 및 자기효능감의 조절효과를 규명함으로써 지원적 리더십에 관한 이론적 확장과 함께 효과적인 인적자원관리를 위한 시사점을 제공하고 있다는 점에서 의의가 있을 것이다. 연구결과를 토대로 연구의 한계점 및 향후 연구 과제를 제시하였다. Supportive leadership (i.e., showing concern for, and take account of, followers’ needs and preferences when making decisions) has been a key factor in the leader-member process. According to social exchange theory, employee behavior is strongly influenced by the supportiveness of leaders. When employees observe that they receive support, trust, and other tangible and intangible benefits from their leaders, they develop an obligation to reciprocate with appropriate work attitudes and performance. The purpose of this study is to examine the effect of supportive leadership on intrinsic motivation, the effect of intrinsic motivation on job performance, and the mediating effect of intrinsic motivation on the relationships between supportive leadership and job performance. In addition, we attempt to verify the moderating effect of self-efficacy on the relationships between intrinsic motivation and job performance. To test the proposed hypotheses in our study, we collected data via a survey with a sample of 256 employees in 11 firms. After screening-out the questionnaires in which answers were not serious or strongly showed central tendency, 202 questionnaires were finally analyzed. The major findings are as follows: First, supportive leadership was positively associated with intrinsic motivation. Second, intrinsic motivation was positively associated with job performance. Third, intrinsic motivation have turned out to have a mediation effect on the relationship between supportive leadership and job performance, indicating that supportive leadership indirectly effects on job performance through intrinsic motivation. The findings suggest that organizations should help develop strong supportive leadership patterns within their teams to bolster intrinsic motivation and job performance. Finally, self-efficacy have turned out to have a moderation effect on the relationship between intrinsic motivation and job performance. This result indicated that a relationship between intrinsic motivation and job performance becomes more drastically positive with high levels of self-efficacy than with lower levels. Our study makes key contribution to the literature on supportive leadership, suggesting positive effect of supportive leadership on intrinsic motivation and job performance. The findings of the mediation and moderation analyses are the primary contribution of this study since little research examined these model. Given the small number of samples, this study constitutes an exploratory attempt in nature. Caution must be exercised in attempting to interpret findings and to generalize the recommendations. The results proposed in this study must be validated by further research in diverse research settings. Causality could not be claimed due to the cross-sectional nature of the data. Longitudinal and experimental designs are needed to settle the dynamic relationships between supportive leadership and job performance. Several studies have called for more research on potential conditions such as task type that influenced link between supportive leadership and job performance. Such contextual variables are not fully measured in this study but could be included in future research.

초등학생의 수영참여에 따른 성취목표성향과 내적동기의 관계

정상훈 한국초등체육학회 2009 한국초등체육학회지 Vol.14 No.3

This study was analysis that elementary school student take part in swimming activity preference what kind of achievement goal orientation as perform regular exercise, effect of achievement goal orientation on intrinsic motivation. Conducted in 2008 in Busan, this study selected 330 subjects, who have taken in swimming course by means of the convenience sampling. As a data analysis method for the examination of hypothesis, research exploratory factor analysis, t-test, one-way ANOVA and multiple regression analysis have been executed, using Window SPSS Ver. 14.0 program. The major results are as follow. First, difference in achievement goal orientation and intrinsic motivation according to sex turned out that men group indicated higher task orientation, effort, interest than girl group but girl group indicated higher tension than men group. Second, it turned out that group with more participation period had better competence factor in intrinsic motivation than doing shorter group but tension factor was opposed to competence factor. Third, it turned out that group participating more hours had better competence factor in intrinsic motivation than group doing less the hours. Fourth, it turned out that group more participation frequency had better task orientation factor in achievement goal orientation, effort and interest in intrinsic motivation than group with less the participation frequency. Fifth, it turned out that task orientation in achievement goal orientation affected positively effort, interest, competence factor in intrinsic motivation but affected negatively tension factor. This study was analysis that elementary school student take part in swimming activity preference what kind of achievement goal orientation as perform regular exercise, effect of achievement goal orientation on intrinsic motivation. Conducted in 2008 in Busan, this study selected 330 subjects, who have taken in swimming course by means of the convenience sampling. As a data analysis method for the examination of hypothesis, research exploratory factor analysis, t-test, one-way ANOVA and multiple regression analysis have been executed, using Window SPSS Ver. 14.0 program. The major results are as follow. First, difference in achievement goal orientation and intrinsic motivation according to sex turned out that men group indicated higher task orientation, effort, interest than girl group but girl group indicated higher tension than men group. Second, it turned out that group with more participation period had better competence factor in intrinsic motivation than doing shorter group but tension factor was opposed to competence factor. Third, it turned out that group participating more hours had better competence factor in intrinsic motivation than group doing less the hours. Fourth, it turned out that group more participation frequency had better task orientation factor in achievement goal orientation, effort and interest in intrinsic motivation than group with less the participation frequency. Fifth, it turned out that task orientation in achievement goal orientation affected positively effort, interest, competence factor in intrinsic motivation but affected negatively tension factor.

초등예비교사의 내재적 동기에 따른 군집별 EPL 재사용의도 분석

이철현 한국실과교육학회 2018 한국실과교육학회지 Vol.31 No.4

The purpose of this study is to classify ELP learners’ intrinsic motivation and determine how their intrinsic motivation affect their intention of reusing and to develop teaching and learning implications. For this purpose, a test to measure intrinsic motivation and reuse intention to EPL were selected and used and the validity of the test tool were confirmed. This test was applied to first grade elementary pre-service teachers who took the EPL lectures in G National University of Education and 145 students’ response was analyzed. Three variables of usefulness, immersion, and intrinsic value were included in the factors that affect the reuse intention to EPL, and positive attitude was excluded. The result of clusters analysis included high intrinsic motivation (cluster 1), low intrinsic motivation (cluster 2), common intrinsic motivation (cluster 3)and a slightly higher intrinsic motivation than normal (cluster 4). We can confirm that the influencing factors on the reuse intention to EPL are different for each cluster. In the case of cluster 1, only one factor of usefulness has a significant effect on the reuse intention to EPL, and in cluster 2, as in Cluster 1, which has high intrinsic motivation, only a factor of usefulness has a significant effect on the reuse intention to EPL. In the case of cluster 3, the three variables of usefulness, immersion, and intrinsic value were included as factors influencing the reuse intention to EPL. In the case of cluster 4, which has a slightly higher intrinsic motivation, only immersion factors have a significant effect on the reuse intention to EPL. According to the results of the study, intrinsic motivation of learner in EPL lecture has a positive effect on the reuse intention to EPL, so it is necessary to find ways to increase learner's intrinsic motivation. And the research results show that it is necessary to provide differentiated customized education prescription according to the learner 's characteristics because intrinsic motivation factors that have a significant effect on the reuse intention to EPL by cluster are different. 이 연구의 목적은 초등예비교사 대상의 EPL 교육 강좌에서 학습자의 내재적 동기를 기반으로 학습자 군집을 분류하고, 군집별로 EPL 재사용의도에 미치는 내재적 동기 요인을 밝혀서 각 군집에게 적절한 맞춤형 교육적 처방 제공을 위한 교수․학습적 시사점을 도출하는 것이었다. 이를 위하여 내재적 동기와 EPL 재사용의도를 측정할 수 있는 검사도구를 선정하여 타당성을 확인하였고, G교육대학교 EPL 강좌를 수강한 초등예비교사 1학년에게 검사도구를 적용하여 145명의 응답을 얻어서 이를 분석하였다. 분석 결과, EPL 재사용의도에 영향을 미치는 요인으로 유용성, 몰입, 내재적가치의 세 변인이 포함되었고, 긍정적 태도는 제외되었다. 군집분석 결과, 내재적 동기가 높은 군집, 내재적 동기가 낮은 군집, 내재적 동기가 보통인 군집, 내재적 동기가 보통보다 약간 높은 군집 등 4개 군집으로 분류되었고, 각 군집별로 EPL 재사용의도에 미치는 영향 요인이 다름을 확인할 수 있었다. 군집 1의 경우, 유용성 한 요인만 EPL 재사용의도에 유의미한 영향을 주는 것으로 나타났고, 군집 2의 경우 또한, 내재적 동기가 높은 군집 1과 마찬가지로 유용성 한 요인만 EPL 재사용의도에 유의미한 영향을 주는 것으로 나타났다. 군집 3의 경우, EPL재사용의도에 영향을 미치는 요인으로 유용성, 몰입, 내재적가치의 세 변인이 포함되었고, 긍정적 태도는 제외되었다. 내재적 동기가 약간 높은 집단인 군집 4의 경우, 몰입 한 요인만 EPL 재사용의도에 유의미한 영향을 주는 것으로 나타났다. 연구 결과에 따라 EPL 강좌에서 학습자의 내재적 동기는 EPL 재사용 의도에 긍정적인 영향을 주기 때문에 학습자의 내재적 동기를 높일 수 있는 방안을 강구할 필요가 있고, 군집별 EPL 재사용의도에 유의미한 영향을 미치는 내재적 동기 요인이 다르기 때문에 학습자의 특성에 따른 차별화된 맞춤형 교육적 처방을 제공할 필요가 있다는 결론을 얻을 수 있었다.

지원적 리더십이 내재적 동기부여 및 직무성과에 미치는 영향

김세화(Saehwa Kim),심덕섭(Duksup Shim),김형진(Hyung-Jin Kim) 대한경영학회 2017 大韓經營學會誌 Vol.30 No.9

분배공정성이 내재적 동기부여, 직무성과, 조직몰입 및 이직의도에 미치는 영향 : 심리적 계약위반의 조절효과

양동민(Dongmin Yang),심덕섭(Duksup Shim) 대한경영학회 2021 大韓經營學會誌 Vol.34 No.8

미국 해안경비대원의 내재적 동기 만족에 영향을 미치는 요인: 국책 연구원과의 비교를 중심으로

이형우 ( Lee Hyoung Woo ),이동영 ( Rhee Dong Young ) 한국경찰학회 2017 한국경찰학회보 Vol.19 No.5

공공조직에 종사하는 공무원들은 외재적 보상보다 사명감, 성취감 등 내재적 요인에 의하여 더욱 동기부여 되는 것으로 알려져 있으므로 공무원들의 내재적 만족의 영향요인을 살펴보는 것은 공공조직 성과증진 측면에서 중요한 의미를 갖는다. 다양한 업무를 수행하는 공공조직 구성원들은 직무에 따라 다양한 내재적 만족의 영향요인을 가질 수 있는데, 특히 해안경비나 구조 등을 담당하는 해양경찰은 다른 공무원들과는 다른 내재적 동기만족 요인을 가질 수 있다. 이러한 맥락에서 본 연구에서는 미국 연방정부 내에서 서로 성격이 상이한 직무를 수행하는 해안경비대원과 국책연구원 연구원들을 대상으로 내재적 동기만족의 영향요인을 비교·분석하였다. 본 연구의 분석결과는 다음과 같다. 첫째, 상명하달의 관료제적 성격이 강한 해안경비대원의 경우 임무의 명확성이 내재적 동기에 가장 중요한 영향을 미치는 것으로 나타났다. 둘째, 비교적 자유롭고 혁신적인 사고를 중시하는 연구원의 경우 경력개발가능성이 내재적 동기만족에 가장 큰 영향을 미치는 것으로 밝혀졌다. 셋째, 성과주의 인사정책의 경우, 해안경비대원의 경우에는 내재적 만족을 저하시키는 요인으로 밝혀진 반면, 연구원의 경우 내재적 동기를 강화시키는 요인으로 나타났다. It has been frequently argued that employees in public organizations are strongly motivated by the factors internal to the work itself or to themselves (intrinsic motivation), rather than the external factors such as financial rewards. Thus, it is meaningful and important to investigate the antecedents and determinants of intrinsic motivation of public employees in order to inform managers in the public sector on how to improve the performance of their organizations. The intrinsic motivation of public employees can be influenced by numerous factors, and also, the relative significances of these factors can vary depending on the characteristics, culture, and environments of their organizations. Especially, police officers working for public safety and security will have quite distinctive mechanism through which they are motivated intrinsically. In this contexts, this study examine and compare the determinants of intrinsic motivation of public officials between the two distinctive organizations within the U.S. federal agencies, namely, the U. S. Coast Guard and National Research Center. The findings include, first, the intrinsic motivation of the employees in the Coast Guard were strongly influenced by the role clarity, since their organizations are characterized by strong bureaucratic culture and way of conducting tasks. Second, to the contrary, the intrinsic motivation of employees in the national research center tend to be strongly influenced by their career perspective, since their organizations are characterized by outstanding individual achievement through innovation. Third, as for the impact of performance management on intrinsic motivation, it increases the intrinsic motivation of the employees in the research center, while it decreases their intrinsic motivation of employees in the Coast Guard.

The Psychological Empowerment and Effects of Extrinsic Rewards on Employee’s Intrinsic Motivation and Creativity

Altantuya Tsogtbaatar(알탕토야 촉트바타르),Ho Young Hwang(황호영) 대한경영학회 2015 大韓經營學會誌 Vol.28 No.11

자기제시가 구전의도에 미치는 영향

이청림(Cheong Lim Lee) 한국경영학회 2013 經營學硏究 Vol.42 No.1

Word of mouth (WOM) is a phenomenon that has received much attention in practical and academic applications in recent times. Especially, Many companies have recognized its importance and tried to generate positive WOM. These attempts have been mainly focused on increasing customer satisfaction, improving customer loyalty and generating positive WOMabout a company or product. It is therefore important to investigate the explanation of WOM occurrences. This study explains the reason why WOM has been occurred with a need for self-presentation of customers. Self-presentation(SP) is the use of behavior to communicate some information about oneself to others. That is, self-presentation is to express personal thought, feeling, and emotion toward himself/herself; thus, the consumption and purchase activity of goods is also one type of self-presentation. This study classified self-presentation into self-constructive SP and audience pleasing SP. Self-constructive SP is to express himself/herself according to his/ her inner ideal, while audience pleasing SP means an effort to have a good image in the public audience. Also, the study considers intrinsic motivation and extrinsic motivation as the mediators of self-presentation and WOM intention, and classified and took a look into these motivations into cognitive dimension and affective dimension, respectively. As the intrinsic motivation of a cognitive aspect, the study classified it as altruism. Meanwhile the study classified the intrinsic motivation of an emotional aspect as enjoyment. Then, the study classified the cognitive aspect of extrinsic motivation as reward, and the emotional aspect as recognition by others. In addition, this study examines the moderating role of product type(hedonic vs. utilitarian) is examined in the relationship between intrinsic/extrinsic motivation and WOM to identify the difference of the path coefficients in the cognitive and affective dimensions of intrinsic and extrinsic motivation. The key findings are as follows. First, self constructive SP has a positive effects on the cognitive and affective dimensions of intrinsic motivation; respectively altruism and enjoyment. Audience pleasing SP has not a significant effect on cognitive dimension of extrinsic motivation (monetary reward), while has a positive effect on affective dimension of extrinsic motivation (recognition). Second, the cognitive and affective dimensions of intrinsic motivation have a positive effect on WOM. The affective dimension of extrinsic motivation has a positive effect on WOM, while cognitive dimension of extrinsic motivation has not a significant effect. Third, the effects of intrinsic and extrinsic motivations on WOM show that the effect has different results by product type. The effect of cognitive dimension of intrinsic motivation on WOM is higher for utilitarian product than hedonic product while the effect of affective dimension of intrinsic motivation on WOM is higher for hedonic product than utilitarian product. This study provides more complete understanding of WOM theoretically. Key theoretical implications of the study are as follows. This study deals with the underlying process of WOM from the viewpoint of the sender while many studies about motivation of WOM are anecdotal evidence or conceptual research. This study has proposed the theoretical process of WOM and investigated it empirically: ``self-presentation→intrinsic/extrinsic motivation→WOM``. This study has several practical implications. For the purpose of the increasing the WOM, companies should emphasize not simply reward but the enjoyment and altruistic motivation. Additionally, WOM is able to increase by stimulating enjoyment with WOM itself for the hedonic products, whereas, it is effective to emphasize altruism for the utilitarian products.