Relationship between Word-of-Mouth Network and Behavioral Tendency—Preliminary Research for Local Downtown Activation

Gao Wa,Yoichi Seki,Takayuki Takarada

doi:10.5539/ijms.v5n5p1

Abstract

Considering the conversational transmission of a specific topic in human circles as a word-of-mouth (WOM) network, we enumerate two hypotheses. First, the structure of a WOM network is strongly related to the network members’ behavioral tendency concerning the topic of WOM communication. Second, if new information is acquired by some network members, it will be spread in the network. In this research, to verify these hypotheses, we conduct questionnaire surveys of two communities of students in a university, and we investigate members’ conversational relations on the topic of eating-out destinations. To understand the WOM networks, we propose some indexes—n-density, effective edge rate of word-of-mouth, and others—and the spread rate of new information is evaluated based on the results. The results will be used as preliminary data for activation of downtown Kiryu City, including restaurants.

Highlights

These days, the downtowns in most provincial cities in Japan have lost their bustle, and these circumstances have greatly impaired the regional economy
If new information is acquired by some network members, it will be spread in the network
To understand the WOM networks, we propose some indexes—n-density, effective edge rate of word-of-mouth, and others—and the spread rate of new information is evaluated based on the results

Summary

Introduction

These days, the downtowns in most provincial cities in Japan have lost their bustle, and these circumstances have greatly impaired the regional economy. This is true of Kiryu City in Gunma prefecture, whose shopping streets downtown are an emblem of the city. Effective information dissemination for both elders and teenagers should be found. Though the internet is popular in the society of today, we believe that face-to-face word of mouth ( WOM), the traditional way of disseminating information, will be more effective in this case, in which elders and teenagers are the key persons in the community. In this research, we examine the capability of the WOM network

Objectives

Methods

Results