Word Of Mouth Behavior Research Articles

구전행동에 따른 소비자 유형과 특성

Abstract Word-of-mouth (WOM) communication (traditionally important in consumption) is expanding its influenceinto cyber space and is playing an important role in online shopping. Consumers who use online shoppingmight not readily make purchasing decisions due to information overload, lack of accurate product recog-nition, and the distrust of commercial information. Subsequently, people use WOM communication for amutual interchange with others who share common concerns, interests, and purposes. This study examinesthe consumer characteristics, perceived risk on online shopping and benefits of online shopping accordingto WOM behavior that may significantly affect consumer actions. Factor analysis, t-test, one-way ANOVA,cluster analysis, and Chi-square analysis were used for statistical analysis to identify the differences in con-sumer characteristics. Online WOM behavior consumers purchased more various items than offline WOMbehavior consumers; however, the most influential purchasing factor was price regardless of WOM beha-vior. Offline WOM behavior consumers have shown higher perceived online shopping risks and benefits.Key words: Online word of mouth, Online shopping benefit, Online perceived risk; 온라인 구전, 온라인 쇼핑혜택, 온라인 위험지각

Exploring the factors motivating e-service users' WOM behaviour

Post adoption behaviours have been a hot topic in IS research. However, little research has been conducted to explore important post adoption behaviour – word of mouth. This paper investigated the factors influencing individual e-service users’ word of mouth behaviour based on an empirical study in the context of online travel services. This study found that satisfaction, perceived usefulness and service quality affect e-service users’ word of mouth positively. The study results imply that individuals would like to spread word of mouth more based on e-service attributes and service performance than on their own affect.

The Impact of Cultural Dispositions on the Word of Mouth Behaviors in Social Network Sites - The Case of Korean and Chinese Consumers

The Impact of Cultural Dispositions on the Word of Mouth Behaviors in Social Network Sites - The Case of Korean and Chinese Consumers

Conceptualising consumers’ word-of-mouth behaviour intention: evidence from a university education services in Malaysia

The aim of this study is to propose a theoretical model to examine consumer word-of-mouth (WOM) behavioural intention in Malaysian education services. The results from a survey of 247 respondents indicate that servicescape, service recovery, service quality and satisfaction significantly affect consumers’ intention to engage in WOM behaviour. The results support majority of the hypothesized relationships, suggesting that servicescape and service recovery function as antecedents, directly affecting consumer perceptions of education service quality. The analytical results also demonstrate that perceived service quality positively affects satisfaction, which subsequently induces consumers’ behavioural intentions. Consistent with previous empirical studies, our findings suggest that satisfaction is a super-ordinate construct with a positive relation to behavioural intention, and significantly mediates the effect of service quality on the intention to engage in WOM behaviour. The insignificant direct effect from service quality to WOM further suggests the role of satisfaction as a complete mediator in the university education service setting. Implications for future research are discussed and limitations noted.

Online Consumer Complaint Behaviors: The Dynamics of Service Failures, Consumers' Word of Mouth, and Organization-Consumer Relationships

This study aims to provide an understanding of the relationships between consumer's negative word of mouth (WOM) and organizations' rectification behaviors. We see consumers' negative WOM as a process of problem solving when consumers encounter an organization's service failure that dissatisfies them. This study suggests a strategic management of public relations as a principle for consumer complaint management. Based on case studies, this study finds that negative WOM is formed by the dynamics of experience sharing, advice giving, agreement, and disagreement. In particular, we discovered that information sharing is predominant among negative WOM behaviors. Finally, the case study reveals that while a high-performing business tends to have a proactive approach to resolving consumer complaints, a low performer tends to have a defensive approach.

유행선도력에 따른 온라인 구전활동

This research investigates the effect of fashion leadership on Word of Mouth (WOM) communications on the Internet. This research categorizes consumers into groups by fashion leadership and compares the groups regarding the WOM behavior (degrees of WOM acceptance and delivery as well as the motivations of WOM acceptance and delivery). The subjects of the study were 325 males and females. Major statistical methods used for the study were factor analysis, ANOVA, Scheff<TEX>$\acute{e}$</TEX>'s test, and chi-square test. The results categorized consumers into five groups by fashion leadership (dual leaders, fashion innovators, fashion opinion leaders, fashion followers, and fashion laggards). There were significant differences among fashion leadership groups over WOM behavior (acceptance and delivery) and monthly clothing expenditures. Fashion dual leaders had a higher degree of WOM acceptance with motivation of fashion information acquisition and compliance, and they had a higher degree of WOM delivery through motivation of economic compensation, pleasure, and advice. In addition, they had a higher expenditure for clothing products. Fashion innovators had a lower degree of compliance in WOM acceptance. Fashion opinion leaders had a higher degree of WOM delivery through motivation from advice. Fashion followers delivered WOM through motivation of economic compensation and advice. Fashion laggards had a lower degree of WOM acceptance and delivery.

Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing

Regarded as the most powerful force in the fashion marketplace, often more powerful and valuable than planned communication from marketing organizations, word-of-mouth (WOM) has been recognized in marketing research for many decades. Who are the main transmitters of WOM, and why are some of them more successful at diffusing new fashions and styles in social networks than others? How can social influencers be characterized? A comprehensive understanding and management of fashion-oriented referral behavior implies the in-depth analysis of its conditions and drivers, as well as the identification of those customers with the highest social influence potential and WOM value. The contribution of this paper is to give a theoretical and empirical overview of relevant factors characterizing social influencers in fashion marketing and their fashion-oriented referral behavior. In the course of the paper, ten different factors are described and empirically tested, characterizing three different clusters of social influencers: the fashion superspreaders, the narrative fashion experts and the helpful friends. A comprehensive understanding and better management of WOM referral behavior implies the in-depth analysis of its conditions and drivers as well as the identification of those customers with the highest social influence potential and value. According to Columbia voting studies, social influence is related to “who one is,” “what one knows” and “whom one knows”. “Who one is” and “what one knows” affect the individual capital that results from several demographic, psychographic, and personality variables. The importance of “whom one knows” was subdivided into the idea of accessibility — addressing an influencer’s central location in the networks in which he is embedded — and the idea that an “... individual may be influential not only because people within his group look to him for advice but also because of whom he knows outside his group”. Thus, for the purposes of this paper, the WOM behavior and referral style of customers is to be related to the customer’s individual and social capital attributes: A customer’s individual capital includes a customer’s personality, knowledge, skills and abilities. Relating to a profound understanding of WOM communications, a customer’s social capital requires the existence of and the effects resulting from specific and sustained social relationships between consumers. In terms of a customer’s reference value, social capital addresses his social resources and is related to the effects of WOM referral behavior, such as the customer’s opportunity, motivation, and ability to disseminate WOM, as well as the scope, contents, and influence of the referral flows. To analyze the relevancy of different variables measuring individual and social capital to portray high social influence potential in a more aggregated sense, the dimensions of individual and social capital needed to be operationalized. Preparing the empirical test of our model, we used already existing and tested measures and generated further items resulting from exploratory interviews resulting from exploratory interviews with marketing and fashion experts being asked what individual traits or social resources they associate with social influencers. The first version of our questionnaire was face validated twice using exploratory and expert interviews and pre-tested with 50 respondents to identify the most important and reduce the total number of items. The sample used in this study was defined as male or female German respondents, aged 18 years and older. A total of 480 interviews were conducted in the summer of 2007. Data were analyzed in three stages: First, the various dimensions underlying the individual and social capital of social influencers were uncovered by a factor analysis using the principal component method with varimax rotation. Then, the factor scores for each respondent were saved and consequently used in stage two for clustering them into different groups of social influencers. The results strongly suggested the presence of three clusters. Based on the variables from which they derived, the empirical findings give cause for labeling the three empirically verified clusters as follows: the fashion superspreaders the narrative fashion experts, and the helpful friends. Each type of social influencer is characterized by a different underlying philosophy of giving or not giving WOM referrals, which helps marketing managers to understand the nature and extent of WOM communications and might serve as a theoretical basis for efficiently generating and man-aging positive WOM referrals from existing clients. This knowledge can improve the efficiency of selecting different customer groups and of encouraging appropriate key consumers to leverage their WOM potential.

The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior

In the past, many researches had focused on discussions related to the importance of word-of-mouth (WOM) that affects consumer behavior. In this research, the antecedents of WOM behavior will be discussed from WOM senders’ perspectives. It covers consumers’ identity-related judgment, affective identification, and continuance commitment. Furthermore, discussions will also be made regarding whether consumer affective identification and continuance commitment will affect the relationship between consumers’ identity-related judgment and WOM behavior. The study findings show that the distinctiveness and conformity of consumers have significant effects on consumer affective identification. In terms of mediating effects, consumer affective identification plays a mediating role in consumers’ identity-related judgment, continuance commitment and WOM behavior.

The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction

PurposeConsumer sovereignty assumes that consumers have adequate product information and are able to understand that information in order to make an informed choice. However, this is not the case when consumers are confused. Recently, Walsh et al. identified dimensions of consumer confusion proneness and developed scales to measure these dimensions. Drawing on their concept of consumer confusion proneness, this paper seeks to examine consumers' general tendency to be confused from marketplace information and its effect on three relevant outcome variables – word of mouth, trust, and satisfaction.Design/methodology/approachThe reliability and validity of the consumer confusion proneness scale was tested on the basis of a sample of 355 consumers, using confirmatory factor analysis. The study employs structural equation modelling to examine the hypothesised relationships.FindingsThe results show that the consumer confusion proneness scale has sound psychometric properties and that the three dimensions of similarity, overload, and ambiguity have a differential impact on word of mouth behaviour, trust, and customer satisfaction.Practical implicationsThe findings have implications for marketing theory and management, as well as consumer education. Marketers may apply the consumer confusion proneness scale to their customers and assess which dimension is the most damaging in terms of the three marketing outcomes examined.Originality/valueThis is the first study to test Walsh et al.'s consumer confusion proneness scale and to extend their work by analysing the effect of the three construct dimensions on three key marketing outcome variables.

The Effects of Cultural Values in Word-of-Mouth Communication

When new products and brands are introduced into other cultures, the speed and extent of the product's acceptance are important concerns for marketers. The spread of positive word of mouth (WOM) and the lack of negative WOM about the product or brand by early adopter groups are critical to the product's successful diffusion in a population. This is the first study to investigate the effects of consumers’ cultural values on their WOM behavior. Data analysis from two samples indicates that the pattern, type, and target receivers of consumers’ WOM activity depend on their cultural values. The authors use Hofstede's four cultural dimensions to test the effects of cultural values on WOM behavior to social in- and out-groups. They find that all four dimensions have significant effects on WOM engagement to those groups. Although the authors could not determine the causal nature of the relationships because of the sample design used, they argue that marketers should monitor the cultural values of their market to anticipate in- and out-group discussions and the choice of appropriate brand communication strategies in other countries.

Examining the Antecedents and Consequences of Corporate Reputation: A Customer Perspective

This paper extends previous work to examine the antecedents and customer‐related consequences of corporate reputation for one important stakeholder group, customers, and within a special service sector where product and corporate associations are synonymous. We begin by linking the concept of corporate reputation to related concepts. Then, using structural equation modelling on customer survey data (n=511), we examine the impact of customer satisfaction and trust on corporate reputation, as well as how corporate reputation affects customer loyalty and word of mouth behaviour. The management implications of these results are discussed.

The Influence of Perceived Value and Customer Satisfaction on the Word of Mouth Behavior: an analysis in academies of gymnastics

The main purpose of this article was to analyze the relationship between the constructs perceived value (and its antecedents of quality and sacrifice), satisfaction of services customers, and word of mouth behavior (in its dimensions of activity and praise). From the literature review, 13 hypotheses were announced, and these hypotheses were submitted to test taking as empirical context the sector of fitness gyms from the city of Fortaleza (Ceara). A sample of 108 respondents was searched, with data collection done with a structured questionnaire, administered in four different fitness gyms. The constructs were evaluated separately, by using descriptive statistics, and the analysis of the hypotheses was done with the support of the statistical technique Multiple Regression Analysis, used in five different models. The results showed the consistency of 9 of the 13 hypotheses, indicating specially that satisfaction and perceived value are consistent antecedents of word of mouth praise and the word of mouth activity. The results pointed elements for a better comprehension of the relations defined, and also indications for future research involving the subjects analyzed. Key-words: Perceived value. Satisfaction. Word of mouth.

Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

Although word-of-mouth (WOM) activity has been studied as an outcome variable of other constructs such as satisfaction, less attention has been given to the antecedents and moderators of WOM when considering WOM as a central construct. Hence, we propose a model of WOM antecedents and moderators using a meta-analytic review. The results show that all antecedents have significant effects on WOM activity, with customer commitment showing the strongest effect. The following hypotheses are also supported: (1) WOM valence is a significant moderator, (2) cross-sectional studies show a stronger influence of satisfaction and loyalty on WOM activity than longitudinal studies, and (3) studies of WOM behavior show a weaker link between loyalty and WOM activity than studies of WOM intentions. In addition, we show that satisfaction has a stronger relationship with positive WOM than loyalty, whereas (dis)loyalty has a stronger relationship with negative WOM than does (dis)satisfaction. We discuss this finding based on the different natures of positive and negative WOM.

An analysis of antecedents and consequences of trust in a corporate brand

PurposeThe paper aims to present a comprehensive framework for understanding consumer trust in a corporate brand, incorporating both the antecedents and consequences of trust. The paper also seeks to account explicitly for the differences in antecedents and consequences of trust found among customers and among non‐customers.Design/methodology/approachData were obtained from 308 face‐to‐face interviews conducted in Germany. Structural equation modelling was used in order to test the proposed hypotheses.FindingsThe results indicate that competence and credibility have a high explanatory power as antecedents of trust. Trust has a considerable impact on supplier selection for existing and new products, as well as on the word‐of‐mouth (WOM) behaviour of consumers. There are strong differences between customers and non‐customers in terms of the antecedents and consequences of trust in a corporate brand.Research limitations/implicationsIn order to generalise the findings, the model needs to be tested with other samples and research objects. Marketing research into trust should focus on competence and credibility as important antecedents of trust. The findings propose that trust has positive effects on purchase intention and WOM behaviour. Marketing research should pay more attention to the role of trust in gaining new customers.Practical implicationsBecause of the positive influence on marketing success, managers should focus on trust‐building activities that centre on competence and credibility primarily with current customers. However, trust also seems to be a good device to gain customers from competitors.Originality/valueThe contributions of the paper are, firstly, a more complete framework of trust that analyses both antecedents and consequences of trust simultaneously. Secondly, the study allows a direct comparison of the difference in antecedents and consequences of trust between customers on the one hand and non‐customers on the other.

The value of participation in virtual consumer communities on brand loyalty

PurposeTo examine the effects of consumers' lurking and posting behaviors in virtual consumer communities on specific brand loyalty.Design/methodology/approachAn online survey of a virtual community of Apple computer users was conducted to test a model of involvement, participation, loyalty, trust, and attitudes toward the brand exist in messages within the community.FindingsThe causes and effects of lurking and posting differed. Lurking contributed to brand loyalty more than posting did, and the primary purpose of lurking was to look for information regarding product function/performance, instead of satisfying consumers' affective needs.Research limitations/implicationsAs a result of the limitations in a computer mediated communication environment, virtual consumer communities should be perceived as an arena for weak‐tied strangers to communicate for word‐of‐mouth (WOM) behavior, rather than as a brand community.Practical implicationsAlthough negative messages in a community can hurt brand image, companies should encourage the establishment of communities about their products and encourage consumers to participate in them.Originality/valueAlthough the importance of virtual communities has been recognized, few studies have been done to examine the business value of consumer communities. Based on perspectives of brand community and WOM behavior, this paper contributes to virtual community and marketing research by clarifying the effects of consumers' lurking and posting behaviors in a consumer community on brand loyalty.

Girl power and word‐of‐mouth behavior in the flourishing sports market

PurposeTo investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market.Design/methodology/approachA sample of 118 teenaged girls, aged 13‐18, participated in the study. The theory of consumer socialization and interpersonal influence was used as the conceptual foundation to generate hypotheses concerning female teens' susceptibility to interpersonal influence, self‐esteem, and WOM behavior. Female teens' ethnicity and media habits were also investigated.FindingsAll hypotheses were either supported or partially supported, suggesting that female teens' susceptibility to interpersonal influence and self‐esteem are related to athlete WOM behavior. Additionally, African‐American teenaged girls had significantly higher media habits than Caucasian teenaged girls.Research limitations/implicationsThe research is based on a small sample of teenaged girls from one region of the USA. However, the sample is from a diverse socioeconomic group of teenagers, and represents a relatively unexplored, yet extremely important, consumer market segment.Practical implicationsThe study provides insights for managers who want to learn more about the WOM behavior of one of the largest and most powerful market segments in the USA. Implications and applications are given to consumer marketers to help better serve this segment.Originality/valueThis paper fills a gap in the literature on female teens and what influences their WOM behavior in the enormous and growing sports market. Additionally, the paper looks at ethnicity and media habits and how these variables may impact on WOM behavior.

Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more comprehensive model of the antecedents of positive. WOM (both intentions and behaviors), including consumer identification and commitment. Specifically, they hypothesize and test commitment as a mediator and moderator of satisfaction on positive WOM and commitment as a mediator of identification on WOM. Using data obtained from customers of a retailer offering both products and services, they find support for all hypothesized relationships with WOM intentions and/or WOM behaviors as the dependent variable. The authors conclude with a discussion of their findings and implications for both marketing theory and practice.

Satisfaction, loyalty and word of mouth within the customer base of a utility provider: differences between stayers, switchers and referral switchers

AbstractResearch on satisfaction, loyalty and word of mouth (WOM) behaviour has made considerable progress within recent years, but important aspects remain neglected. In this paper, it is argued that, within the customer base of service providers, certain groups can be identified which differ from each other with regards to these variables. Hypotheses are developed and tested in a sample of 765 clients of a large German energy provider. The results show that recently acquired customers (switchers) differ from long‐term customers (stayers), and that switchers acquired through customer referrals differ from switchers recruited through advertising or direct mail in their satisfaction, loyalty and WOM behaviour. The paper ends with some important implications for management and future research. Copyright © 2004 Henry Stewart Publications Ltd.

Web-Based Promotions

Numerous business and popular articles continue to appear to stress the importance of the Internet as a powerful and interactive means of communication. As with other media, the web affects viewers' product evaluations and behavioral intentions. This article attempts to understand how students (recently admitted freshmen) form opinions about their school through interaction with the university web site. Multiple studies are conducted using website variables. The results of study one suggest website vividness, interactivity, and entertainment value are crucial in the formation of positive evaluations of and word of mouth behaviors directed toward the university. In study two, these same predictors helped explain word of mouth intentions but contributed little to evaluations.

The effects of incentives, deal proneness, satisfaction and tie strength on word‐of‐mouth behaviour

Although more than 30 years of research has established the power of word‐of‐mouth (WOM), little work has focused on how it could be managed more effectively. This study examines how incentives would work to actively encourage WOM, and how incentives would potentially interact with other variables that have been shown to drive WOM. In particular, a 3 × 3 × 2 experiment was conducted to examine the impact of incentives, tie‐strength, and satisfaction on WOM behavior. Consumer deal proneness was investigated using a quasi‐experimental design. Suggests from the findings that satisfaction does not necessarily increase the likelihood of WOM being generated. Shows incentives to be an effective catalyst to increase the likelihood of WOM being generated by satisfied consumers and tie strength to be an important variable in explaining WOM behavior. Suggests from the findings that deal prone consumers generate more WOM, independent of incentives. The findings have important implications, and suggest that satisfied customers are a necessary but not sufficient condition for getting positive WOM, and that incentives may be an effective way to get satisfied customers to recommend a firm. Furthermore, incentive programs targeted at strong ties are likely to be more effective than those targeted at weak ties, provided customers are genuinely happy with the service provided.