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promise是什么意思Word-of-Mouth Communications A Motivational Analysis

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2021-01-19 07:39
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safin-promise是什么意思

2021年1月19日发(作者:stereophonics)
Word-of-Mouth Communications :A Motivational Analysis
INTRODUCTION
Word-of-mouth
(WOM),
a
form
of
interpersonal
communication
among
consumers
concerning
their
personal
experiences
with
a
firm
or
a
product
(Richins
1984), has undoubtedly always been a powerful marketing force. WOM has acquired
significance
because
of
its
high
incidence
rate
in
the
marketplace
as
well
as
the
persuasive
role
it
plays
in
influencing
consumers'
attitudes
and
purchase
decisions(Bone 1995). Both positive and negative WOM communications can have a
strong influence on
consumer’ behavior
and on ensuing business performance (Arndt
1967).
Studies
show
that
positive
WOM
(PWOM)
is
likely
to
increase
consumers
purchase
intentions
for
innovative
products
by
reducing
risks
(Dichter
1966),
help
create
a
favorable
image
toward
the
brand
and
the
firm
(Arndt
1967),
and
subsequently decrease a firm's overall promotional expenditures. Conversely, negative
WOM (NWOM) is likely to dissuade potential buyers from considering a particular
product
or
brand,
thus
damaging
the
company's
reputation
and
financial
position
(Holmes and Lett 1977).
Therefore,
it
is
imperative
for
marketers
to
create
an
environment
that
is
conducive for PWOM to develop
and propagate. Further, marketing managers must
understand how WOM operates in the marketplace and learn manage it effectively. In
an
effort
to
provide
managerial
input
to
the
marketers
interested
in
stimulating
PWOM
and
decreasing
NWOM,
this
study
investigates
the
critical
consumption
experiences
that
lend
themselves
to
both
PWOM
and
NWOM
communications.
Further, we explore consumers' motivations to engage in the dissemination of WOM
communications
and
examine
the
nature
of
the
relationship
between
consumption
experiences
and
consumers'
motivations
to
engage
in
unsolicited
WOM
communication.
CATEGORIZATION OF MOTIV
ATIONS
The grouping of motivations for engaging in PWOM communication resulted in
four
major
categories:
(1)
altruism,
(2)
product
involvement,
(3)
self
enhancement,
and (4) helping the company.
Altruism. Altruism is the act of doing something for others without anticipating
any
reward
in
return.
In
about
28.7
percent
of
the
PWOM
conversations,
altruistic
motives
were
found
to
guide
people
to
share
consumption
experiences
with
others.
These
individuals
had
the
intention
of
aiding
the
receiver
to
make
a
satisfying
purchase decision.
Product involvement. The purchase and use of products that are perceived highly
important or relevant tends to create excitement and WOM is employed to vent the
positive feelings. Personal interest in the product, excitement resulting from product
ownership, and product use were cited as reasons by 33.3 percent of the respondents
for engaging in PWOM.
Self-enhancement. Respondents appeared to have the need to share their positive
consumption experiences through WOM communication in an effort to enhance their
image
among
others
by
projecting
themselves
as
intelligent
shoppers.
About
20
percent of the respondents had initiated PWOM to show connoisseurship, to project
themselves as experts, to enhance status, and to seek appreciation.
Helping the company. The final motive for engaging in PWOM communication
is
the
desire
to
help
the
company.
Although
this
is
an
act
of
altruism,
a
separate
category was created because the objective here was to help the company rather than
the receiver of the WOM. In these conversations, the source of the Messages suggests
explicitly that the receiver patronize a particular company. Nearly 18 percent of the
PWOM conversations were initiated with the motive of helping the company.
The grouping of motivations for engaging in NWOM communication produced
the following
categories: (1) altruism,
(2) anxiety
reduction, (3) vengeance, and (4)
advice seeking. The motivations for engaging in PWOM and NWOM communication
differed except for the motive of altruism which was found in both types.
Altruism.
Almost
23
percent
of
the
respondents
indicated
that
their
motive
for
engaging
in
NWOM
communication
was
to
prevent
others
from
experiencing
the
problems that they had encountered. The motive was to help others by warning them
about negative consequences of a particular action.

safin-promise是什么意思


safin-promise是什么意思


safin-promise是什么意思


safin-promise是什么意思


safin-promise是什么意思


safin-promise是什么意思


safin-promise是什么意思


safin-promise是什么意思



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