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首页> 外文期刊>Journal of Business Research >Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender
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Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender

机译：青少年的eWOM意图：对同龄人，互联网和性别角色的调查

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摘要

Teenagers are major contributors of online content because of continuous communication and sharing with peers using social media or instant messaging apps. They like to immediately tell the world about their purchases and consumption experiences, which leads to the generation and transmission of electronic word-of-mouth (eWOM). This study uses consumer socialization perspective to examine how age, peers and Internet usage influence teenagers' eWOM intentions. The findings suggest that normative and informative influence of peers and the Internet have significant positive association with eWOM. Moreover, these influences also mediate the direct influence of age and Internet usage on eWOM. Further, the potential eWOM behavior of male teenagers is influenced by the existing peer norms, whereas for females, their reliance and belief in the credibility of online information is more critical. The insights are valuable for marketers interested in the powerful and growing teenage consumer segment, especially in the new emerging markets.
机译：青少年是在线内容的主要贡献者，因为他们使用社交媒体或即时消息传递应用程序与同伴进行持续的交流和共享。他们希望立即向世界介绍他们的购买和消费经历，从而促成电子口碑（eWOM）的产生和传输。这项研究使用消费者社会化的角度来研究年龄，同龄人和互联网使用情况如何影响青少年的eWOM意图。研究结果表明，同行和互联网的规范性和信息性影响与eWOM具有显着的正相关关系。此外，这些影响还介导了年龄和互联网使用对eWOM的直接影响。此外，男性青少年的潜在eWOM行为受到现有同伴规范的影响，而对于女性而言，他们对在线信息可信度的依赖性和信念更为关键。这些见解对于对强大且不断增长的青少年消费者细分市场特别是新兴市场感兴趣的营销人员而言非常有价值。

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