...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European journal of marketing >Factors enhancing word-of-mouth influence: positive and negative service-related messages
【24h】

Factors enhancing word-of-mouth influence: positive and negative service-related messages

机译：增强口碑影响力的因素：与服务相关的正面和负面信息

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouth's (WOM) influence. The study also sought to address the impact WOM had on changes in people's willingness to use a service provider. Design/methodology/approach - A total of 495 consumers who had received positive WOM and 505 who had received negative WOM in the prior 12 months completed an online survey. The sample was recruited through a national online consumer panel provider. Findings - Positive WOM was more effective and positive WOM messages had a greater effect on people's willingness to use a service than did negative WOM. Paradoxically, the strength of WOM and interpersonal factors had more impact on the influence of negative WOM, while brand equity enhanced positive WOM and acted as a buffer to negative WOM. Research limitations/implications - The study was conducted in a services context and may not necessarily be generalizable to product contexts. Further, the factors enhancing WOM in online contexts need to be examined, although the present model's constructs (e.g. homophily) are not equivalent in this context. Practical implications - Different circumstances may enhance or detract from the influence of positive and negative WOM Managers should maximise the verbal strength of positive WOM messages and generate positive brand equity perceptions, as this offers a buffer to negative WOM. Recommendations also include addressing customer education and socialisation to enhance WOM message influence. Originality/value - The study extended prior WOM research by addressing interpersonal, service product and message factors, as well as the change in intended behaviour for positive and negative WOM.
机译：目的-这项研究旨在检验人际关系，服务产品和信息因素对口碑（WOM）的正面和负面影响。该研究还试图解决WOM对人们使用服务提供商的意愿变化的影响。设计/方法/方法-在过去12个月中，共有495位消费者获得了正面WOM，505位消费者得到了负面WOM。该样本是通过一家全国性的在线消费者小组提供商招募的。结果-积极的WOM比消极的WOM更有效，积极的WOM消息对人们使用服务的意愿的影响更大。矛盾的是，WOM的强度和人际因素对负面WOM的影响更大，而品牌资产增强了正面WOM并充当了负面WOM的缓冲。研究局限性/含义-该研究是在服务环境中进行的，不一定可以推广到产品环境中。此外，尽管当前模型的构造（例如同构）在这种情况下是不等效的，但是仍需要检查在线环境中增强WOM的因素。实际含义-不同的情况可能会增强或减弱正面和负面WOM的影响经理应最大程度地发挥正面WOM信息的言语能力并产生正面品牌资产认知，因为这为负面WOM提供了缓冲。建议还包括解决客户教育和社交问题，以增强WOM消息的影响力。原创性/价值-该研究通过解决人际关系，服务产品和消息因素以及积极和消极WOM预期行为的变化，扩展了先前的WOM研究。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号