Abstract
Purpose – The present study aimed to identify why positive word-of-mouth (PWOM) is important in leisure services consumption by third age. Design / methodology / approach – Using qualitative and exploratory approach, interviews and audio diaries, content analysis for data processing, the study investigated consumers age group between 60 and 70 years in Brazil. Findings – Major results indicated that factors generated by PWOM such as safety, engagement, relief, knowledge acquirement, social network, confidence, positive expectation and enthusiasm appeared to be strong and are fundamental for the third age consumers purchase decision process. It was also found a significant nexus between PWOM relevance and the fact that they were sent by close people in regards to receiver . Originality / value – This paper contributes to the prior literature with a better understanding of factors generated by PWOM on third age consumers . Firms and governments can help their senior customers simplify choices and motivate consumer decisions as well as engaging them in relationship management and directive service .
Highlights
The current level of population aging is unprecedented in the history of mankind (United Nations, [UN], 2015)
This study aimed to identify why positive wordof-mouth (PWOM) is important in leisure services consumption by third age consumers
WOM is as key component in reducing conservative purchase behavior
Summary
The current level of population aging is unprecedented in the history of mankind (United Nations, [UN], 2015). In Brazil, the population is aging twice as fast as the world average (Instituto Brasileiro de Geografia e Estatística [IBGE], 2016). Factors such as social isolation and the possibility of cognitive decline lead these elderly consumers to adopt conservative purchase behaviors (East, Uncles, & Lomax, 2014; Lambert-Pandraud, & Laurent, 2010). Word-of-mouth (WOM) is more important in a service context, since it helps to reduce the risk associated with such situations (Ennew, Banerjee, & Li, 2000; File, Cermak, & Prince, 1994; East, Uncles, Romaniuk, & Riley, 2015). As pointed out by Woodside and Delozier (1976), WOM represents a risk-reducing tool during the purchase evaluation process
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