Word Of Mouth Intention Research Articles

지역 특산품을 이용한 베이커리 신메뉴가 지각된 가치와 구전의도에 미치는 영향

Objective : The purpose of this study is to investigate the relationship between the perceived value and word of mouth intention of a new bakery menu using local specialties. Methods : A survey was conducted on customers who have purchased bakery menu made of local specialties. The survey was conducted by distributing 400 copies from August 1 to August 29, 2024. The collected data went through to frequency analysis and exploratory factor analysis of the SPSS 27.0 program. This study also conducted linear regression analysis to verify the hypothesis. Results : In the case of Hypothesis 1, the new menu had a positive effect on the perceived value. In the case of Hypothesis 2, the perceived value had a positive effect on the word of mouth intention. In the case of Hypothesis 3, the new menu had a positive effect on the word of mouth intention. Implications : The results of this study provide implications for understanding the value provided to consumers by new bakery menus using local specialties and establishing effective marketing strategies based on this example.

Insights into Autonomous Vehicles Aversion: Unveiling the Ripple Effect of Negative Media on Perceived Risk, Anxiety, and Negative WOM

This study delves into the reluctance to adopt autonomous vehicles (AVs), treating AV aversion as a multifaceted psychological and behavioral phenomenon encompassing cognitive judgments, affective responses, and behavioral intentions. Leveraging the environment-product-human-behavior framework, an AV aversion model (AAM) is developed to explore human-AV interaction. Survey data from MTurk in the U.S. reveals significant differences in perception between fully autonomous vehicles (FAVs) and partially autonomous vehicles (PAVs). Findings show that negative media exposure influences perceived risk, anxiety, and negative word-of-mouth (WOM) intention. Perceived risk contributes to anxiety, while the combination of anxiety and negative media encourages negative WOM intention. The study elucidates a cascading effect from negative media to risk perception, then to AV anxiety, culminating in negative WOM. Multi-group analysis highlights a significant disparity between FAVs and PAVs in the link between negative media exposure and negative WOM intention. Understanding AV aversion offers valuable insights to address human-AV interaction.

Uncovering green brand equity and word-of-mouth intentions in Vietnam

The urgent situation of global climate change and the increasing concern for environmental issues across nations are putting pressure on all industries towards green transformation. In this context, green brand equity (GBE) is becoming a trend that attracts the attention of researchers, managers, and policymakers, especially in developing countries like Vietnam. This study aims to investigate the constituents of GBE and evaluate their respective degrees of impact on consumers' word-of-mouth intention (WOMI) in Vietnam. The dataset encompasses 528 consumers of green electronic products. The research employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for data analysis. The results of the study unveil the ascending levels of positive influence that GBE components exert on WOMI, ranking as follows: Emotional value, functional value, green trust, and green satisfaction. Within the internal framework of GBE, the ascending levels of positive impact unfold as follows: Green perceived quality influencing emotional value, green brand image influencing green satisfaction, green perceived quality influencing emotional value, green brand image influencing green trust, and green satisfaction influencing green trust. This research contributes significantly, both from a scientific and practical perspective, by pioneering a multi-dimensional GBE model that incorporates various factors and examines their effects on consumers' WOMI within the unique context of an emerging market.

Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers' trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV's components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector.

The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Customer Loyalty

Customer satisfaction is very important for business because high customer satisfaction will increase company profits. The aim of this research is to examine service quality, where positive service quality has major implications for customer assessment, has an impact on customer satisfaction and customer satisfaction itself has an influence on customer loyalty and word of mouth intentions. This research used a purposive sampling method involving 150 non-local fashion brand customers from Tangerang and Jakarta. Data analysis uses Structural Equation Modeling (SEM). This research produces findings including that customer experience has a negative effect on customer loyalty, service quality has a positive effect on customer satisfaction which ultimately has a positive effect on customer loyalty and word of mouth intentions. There are several limitations to this research, including only using one industry as the research object, an online questionnaire distribution system and the need to add other variables to expand the findings so that it is hoped that future researchers can fill these gaps. Keywords: Customer Satisfaction, Customer Experience, Service Quality, Customer loyalty, Word Of Mouth (WOM)

Amplifying commitment and word-of-mouth in fashion retailing through omni-channel experiences

PurposeThis study aims to explore the effects of the omni-channel experience on customer commitment and word-of-mouth (WOM) intention within the context of fashion retailing in an emerging country, Türkiye.Design/methodology/approachIn the study, data was collected online from 346 consumers. The hypothesised relationships were tested using SEM via AMOS.FindingsThree sub-dimensions of the omni-channel experience are validated, namely consistency, connectivity, and personalisation, and while consistency and personalisation positively affected customer commitment, they did not indicate any direct influence on WOM intention. On the other hand, connectivity affected WOM intention but not customer commitment. In conclusion, even though consistency, connectivity, and personalisation constitute the omni-channel experience, they have differing behavioural outcomes. Furthermore, fashion retail customers’ commitment positively influenced WOM intentions.Research limitations/implicationsThis study contributes to the literature in four main areas: First, this study validates the omni-channel experience scale. Secondly, it extends social exchange theory in omni-channel retailing research. Thirdly, it develops a micro-perspective on the omni-channel experience. Lastly, it puts forth that the effects of consistency, connectivity, and personalisation on customer commitment and WOM intention differ.Practical implicationsThe omni-channel experience is a multi-dimensional concept. Retail managers should invest in consistency, connectivity, and personalisation to amplify customer commitment and WOM intention.Originality/valueThis study explores how customer commitment and WOM intention are enhanced through an omni-channel experience.

Silent ripples: negative CSR associations' impact in non-crisis situations

PurposeA total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing six industries.Design/methodology/approachThis study aims to explain how corporate social responsibility (CSR) and negative corporate ability (CA) associations lead to negative word-of-mouth (WOM) intentions in non-crisis situations. Specifically, this study investigates the mediating roles of revenge and avoidance motives in the relationship between negative CSR and CA associations and the intention to generate negative WOM.FindingsThe findings indicate that negative CSR associations have a greater effect on WOM than negative CA associations. Moreover, negative CSR associations stimulate the revenge motive, resulting in stronger intentions to spread negative information, while negative CA associations lead to the avoidance motive, resulting in weaker intentions to spread negative information.Originality/valueUnlike most previous studies that focused on crises, this study examines how negative CA and CSR associations influence negative WOM in non-crisis situations, shedding light on the roles of motives including the revenge and avoidance. The research fills a gap in the existing literature by demonstrating that negative CSR associations have a greater impact on negative WOM intentions than negative CA associations in non-crisis situations.

How an In-Store Self-Service Technology Impacts Customer Shopping Experience, Satisfaction and WOM Intentions

Retailers are increasingly using self-service technologies (SSTs) in-store. However, their impacts are not well known. The objective of this study is to establish whether the use of SST and its key characteristics (perceived ease of use (PEOU) and perceived usefulness (PU)) has a significant effect on the customer experience (i.e., cognitive, affective, sensory, behavioral and social dimensions). The effect of these dimensions on satisfaction and positive word-of-mouth (WOM) intent were also investigated. We conducted an in-store experiment in which half of the 102 participants chose sports shoes using an interactive wall while a salesperson exclusively assisted the other half. The results demonstrate that the cognitive/positive affective and sensory dimensions of the experience are positively influenced by use of SST while the social dimension is diminished. Further, when SST was used, the negative affect increased. For customers who used the SST, PEOU and PU contribute to enhance all dimensions of the experience, except for PEOU which lowers the social experience. Customer experience positively impact consumer’s satisfaction and WOM intent.

Consumer perceived green brand innovativeness and green word-of-mouth intention: the moderating role of green knowledge

Drawing on the Stimuli-Organism-Response (SOR) model, this research explores how consumers’ perceptions of green brand innovativeness promote their green word-of-mouth (WOM) intention. Also, this study investigates the impact of two mediating variables (green competence enhancement and green trust) as well as a moderating variable (green knowledge) on the process above. We conducted a moderated mediation analysis on a sample of 826 participants from China to test our proposed hypotheses. The findings indicate that consumers perceived innovativeness of green brands reinforces green WOM intention directly and indirectly through green competence enhancement and trust. The findings also suggest that the presence of green knowledge influences the direct and indirect association between green brand innovativeness and green WOM by means of enhancing green competence and fostering green trust. These findings address the process of eco-friendly innovation from the perspective of consumers and highlight the significance of identifying factors that moderate the mediated path between the perceived innovativeness of green brands and green WOM intentions. Hence, to enhance consumers’ intention to spread positive green WOM, organizations should devote resources to offering fresh and valuable solutions to meet their needs, boost their self-efficacy and trust in eco-friendly brands, and improve their knowledge.

Assessing Green Practices on Eco-Friendly Hotel Customer Loyalty: A Partial Least Squares Structural Equation Modeling and Fuzzy-Set Qualitative Comparative Analysis Hybrid Approach

With a global focus on environmental sustainability, hotels worldwide are actively transitioning their services from conventional to eco-friendly practices. This study aims to comprehensively understand the factors that contribute to visitors’ satisfaction in eco-friendly hotels and how this satisfaction influences customers’ future reactions towards such environmentally conscious establishments. Employing the Stimulus-Organism-Response theory, this study collected data from 277 respondents using a robust quantitative research strategy. A combined approach of Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA) was employed, to uncover deep insights into visitors’ satisfaction and their reactions towards eco-friendly hotels. The PLS-SEM results reveal significant associations between customers’ satisfaction towards eco-friendly hotel services and service quality, green practices, perceived value, and environmental sensitivity. Moreover, this study highlights a positive correlation between satisfaction and crucial outcomes like revisit intention (RVI), willingness to pay a premium (WTPP), and word-of-mouth intention (WOMI). Complementing these findings, the fsQCA analysis uncovers intricate causal relationships among antecedents that influence customer satisfaction in eco-friendly hotels. By offering critical marketing insights, this study provides guidance for hotels, the tourism industry, and policymakers on attracting customers to eco-friendly hotels, to meet the increasing demands for environmental sustainability.

The role of corporate social advocacy forms in shaping young adults’ responses

PurposeThis study aims to examine the role of different forms of corporate social advocacy (CSA) in shaping individuals’ attitudinal and behavioral intentions towards companies taking their public stand on controversial socio-political issues. With an online experiment as the research method, this study tests whether depicting nonpolitical or political behaviors in CSA messages increases individuals’ positive behavioral intentions.Design/methodology/approachThis study uses a single factor between subject online experiment. A total of 135 US young adults were recruited through a Qualtrics online panel. Three social media mockups were created to manipulate three levels of actions in CSA messages (no action, nonpolitical action and political action). Participants viewed one of those social media posts depicting presented actions to counter anti-LGBTQ + legislation in the USA and answered questions about values-driven motives behind CSA, brand preference and positive word-of-mouth (WOM) intention.FindingsParticipants displayed higher levels of brand preference when they viewed CSA messages depicting the company’s political action intended to repel anti-LGBTQ + legislation. Participants showed more positive WOM intentions towards the company when they perceived its political actions as more values-driven.Practical implicationsThe findings of this study offer practical insights to companies when designing CSA messages and strategies. The results of this study indicate that the presence of political actions in CSA communication increases individuals’ positive behaviors towards companies. The results also suggest that depicting altruistic motives behind CSA leads individuals to talk about companies more in positive ways.Originality/valueThis study is one of the early studies investigating the impact of various forms of CSA on individuals’ attitudinal and behavioral intentions to companies practicing CSA. This study provides practical implications on how to effectively appeal individuals’ favorable attitudes and behaviors towards CSA. In particular, this research presents the importance of action aspects in individuals’ attitudes toward corporations’ CSA messages.

Comparing material and experiential framing in access-based fashion consumption and its influence on consumer happiness

ABSTRACT Drawing on the experiential advantage, three studies were conducted with online clothing rental service users and potential consumers to assess how material and experiential framing impact consumer happiness and word of mouth (WOM) intentions, moderated by consumer materialism, across different consumption (i.e., buying and renting fashion products) and product types (i.e., renting instrumental vs. terminal products). The findings indicate that material framing enhances consumer perceptions of rented fashion products as reflective of their self-identity and increases product-self connections, thereby boosting happiness and WOM intentions. In contrast, experiential framing proves advantageous with instrumental products. This research expands our understanding of the boundary conditions and psychological processes of material vs. experiential framing and provides practical guidance for access-based fashion businesses to effectively communicate and present their services, aiming to achieve positive customer buzz and recommendations.

Exploring the Triggering Mechanism of Different Word-of-Mouth Intentions by Guest Experience and Well-Being Perception

This study examines the triggering mechanism of hotel guests’ engagement in word-of-mouth (WOM) by integrating guest experience, well-being perception, one-to-one WOM intention, one-to-many WOM intention and many-to-many WOM intention. A survey was conducted with 306 experienced guests of the resort hotel sector in China. Partial least squares structural equation modeling (PLS-SEM) was employed to estimate relationships between guest experience, well-being perception and WOM intentions. The findings of this study indicated a significantly direct effect of esthetic experience on well-being perception, followed by escapism experience, education experience and entertainment experience. The findings also revealed well-being perception was a salient predictor of WOM intentions (i.e., one-to-one, one-to-many and many-to-many), aided to tourism and hospitality literature by providing empirical evidences to demonstrate how different WOM intentions were triggered by various experiences via psychological reaction of well-being perception. The theoretical and managerial implications for the tourism marketers were discussed.

Green Consumer Behavior of Sports Enthusiasts on TikTok-An Analysis of the Moderating Effect of Green Concern.

The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus-Organism-Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan's professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves' fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research.

Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth

Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of word of mouth (WOM) on the prepurchase stage, but little is known about whether WOM from friends or strangers can alter consumers’ postpurchase behavior. The authors propose that positive WOM from distant (vs. close) others increases consumers’ intention to share negative WOM when the product/service fails to perform to their satisfaction due to two distinctive motivations. First, consumers perceive that positive WOM from distant others might mislead more people, and, consequently, consumers expect their negative WOM to have a greater impact on helping others. Second, when receiving positive WOM from close others, they are less willing to publicly contradict the close others’ WOM even though they believe the WOM is misleading. Studies 1a and 1b demonstrate the main effect of interpersonal closeness on negative WOM intention, while Study 2 reveals the dual mediating effects of anticipated impact and relationship norm. Studies 3 and 4 validate these mechanisms by showing the moderating role of the self-construal level while ruling out the role of impression management. This research offers practical implications for WOM management across different social ties.

Influencers and donations: The impact of source and product benefits

AbstractNonprofit organizations (NPOs) are increasingly using social media as a communication platform to promote their charitable marketing efforts. The purpose of our research is to investigate how NPOs can enhance message effectiveness by utilizing a social media influencer and different product benefit appeals (utilitarian vs. hedonic) in their social media posts to enhance attitudes toward the donation campaign and word‐of‐mouth (WOM) intention, leading to higher donation behavior. Across two experimental studies, we show that an NPO's donation post (i.e., social media post promoting a donation campaign) is evaluated more favorably when paired with a hedonic benefit appeal, while an influencer's donation post is more favorable when paired with a utilitarian benefit appeal. Further, we find that the effects of source and product benefit appeal types on donation behavior are serially mediated by attitude toward the donation campaign and WOM intention. As the use of influencers is becoming increasingly popular to support fundraising and charitable causes, our findings provide timely implications for researchers and practitioners who are interested in optimizing NPO communication strategies in the digital landscape.

Embracing the Future: Perceived Value, Technology Optimism and VR Tourism Behavioral Outcomes Among Generation Z

Virtual reality (VR) tourism can become a game-changer in tourism industry. It has been recognized as an effective way to manage tourist load and preserve the ecological balance at environmentally fragile destinations. As the “digital generation”, Generation Z members provide a huge market for VR tourism. However, the behavioral outcomes of Generation Z in the context of VR tourism have been scarcely explored, especially from a perspective of perceived value. Thus, this research particularly focuses on Generation Z. A conceptual model is developed based on Consumption Value Theory (CVT) to investigate the determinants behind user satisfaction and its impact on word-of-mouth (WOM) and continuance intentions. Furthermore, this study explores the moderating role of technology optimism in the relationship between perceived value and user satisfaction. Through the analysis of 509 samples, this research indicates that functional value (immersive presence and convenience), emotional value (enjoyment), epistemic value (curiosity and novelty), social value (online social interaction), and conditional value (the overcrowded form of tourism) are positively related to user satisfaction with VR tourism. In addition, user satisfaction is a predictor of WOM and continuance intentions. Moreover, technology optimism greatly moderates the influences of functional value, social value, and conditional value on user satisfaction. The findings in this research expand the theoretical application of CVT and provide a new perspective to explore tourists’ behavioral outcomes in the context of VR tourism. In addition, this research expands the research boundary of technology optimism and provides valuable insights for designers and managers to focus on influential values.

THE ROLE CORPORATE SOCIAL RESPONSIBILITY, CORPORATE ASSOCIATION AND BRAND LOVE TOWARDS WORD OF MOUTH INTENTION IN SUSTAINABLE RELATIONS IN THE INDONESIAN CELLULAR INDUSTRY

This research aims to examine the influence of corporate social responsibility (CSR), corporate association (CA) mediated by brand love on word of mouth (WOM) intention which has an impact on sustainable relationships in the cellular industry in Indonesia. This research only receives and manages data from respondents who use telecommunications services from 4 providers, namely XL, Indosat, Telkomsel and Three and are domiciled in JABODETABEK. Sampling used a non-probability sampling technique, namely convenience sampling, on 126 respondents, who live in JABODETABEK, users of telecommunications services from 4 providers, namely XL, Indosat, Telkomsel and TRI, using a questionnaire instrument in the form of a Google form . Then proceed with testing the validity test and reliability test as well as testing the hypothesis with the SEM-AMOS 22 analysis tool. The results of this research are that CSR has no effect on WOM Intention; CSA has no effect on WOM Intention; Brand Love influences WOM Intention; Brand Love does not mediate CSR on WOM; and Brand Love is proven to mediate CA on WOM Intention.

Transforming sport consumption: exploring motivated sport fans innovativeness in the context of AR live sport streaming

PurposeThis study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.Design/methodology/approachUtilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.FindingsThree dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.Originality/valueThis research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.

THE INFLUENCE OF FOOD IMAGE ON TOURIST SATISFACTION AND WORD-OF-MOUTH INTENTION: THE CASE OF DALAT, LAM DONG PROVINCE, VIETNAM

Local food influences destination choice and enhances destination attractiveness. This study explores the links among food image, tourist satisfaction, and word-of-mouth (WOM) intention regarding local food in Dalat, Lam Dong Province, Vietnam. A quantitative method was applied to a sample of 327 domestic tourists chosen by convenience sampling. A model was proposed and then tested using confirmatory factor analysis and structural equation modeling. The results confirm the existence of significant relationships among food image, tourist satisfaction, and WOM intention. Tourist satisfaction is influenced by three significant dimensions of food image: food safety and health, restaurant service, and food taste and popularity. This study explores how restaurant service influences both tourist satisfaction and WOM intention. A negative relationship between food safety and health and WOM intention was found. Moreover, the results demonstrate that tourist satisfaction has a critical effect on WOM intention. The study also suggests some managerial implications for enhancing the use of local food and its image to encourage tourist satisfaction and WOM intention.