through web-based consumer opinion platforms the Internet enables customers to share their opinions on and experiences with goods and services with a multitude of other consumers that is to engage in electronic word-of-mouth communication. Drawing on findings from research on virtual communities and traditional word-of-mouth literature a typology for motives of consumer online articulation is developed.Using an online sample of some 2000 consumer information on the structure and relevance of the motives of consumers' online articulations is generated. the resulting analysis suggests that consumers' desire for social interaction desire for economic incentives their concern for other own self-worth are the primary factors leading to eWOM behavior. further eWOM providers can be grouped based on what motivates their behavior different strategies for encouraging eWOM behavior among their users.