The purpose of the study is to understand the relationship between users’ identification and service mechanisms of word-of-mouth community oriented websites by conducting a case study on iPeen.com. The study further explores types of service mechanisms reinforcing users’ identification with the website. Research methods mainly include in-depth interviews, participant observation and secondary literature reviews. Research results indicate that service mechanisms attracting users to the website at first may differ from those inducing users’ identification with the website over time. Service mechanisms reinforcing users’ identification with the website may contain reward systems, community features, information search features, cross-website linkage systems, customer relationship management and quality control mechanisms.