The purpose of this study is to examine the relationship between customer participation, internal attribution, pride, psychological ownership, and customer behavior in a successful purchase situation. This study intends to discuss that the higher the customer participation in the purchase success situation, the higher the effort attribution to find the cause of success in one''s own effort than the ability attribution to find the cause in one''s own ability. And this study suggest that the degree of authentic pride and hubristic pride experienced due to these efforts and ability attribution is different. In addition, this study will examine the effects of authentic pride and hubristic pride on psychological ownership and the effects of psychological ownership on word-of-mouth and repurchase intentions. As a result of the study, it was found that in the purchase success situation, customer participation made more effort attribution than ability attribution, effort attribution experienced more authentic pride, and ability attribution experienced more hubristic pride. And authentic pride raises psychological ownership, but hubristic pride lowers psychological ownership, and this psychological ownership increases word of mouth and repurchase.