口碑传播对消费者品牌转换意愿的影响:主观规范的中介效应研究被引量：34

The Influence of WOM on Consumer' Intention of Brand Switching: the Mediate Role of Subjective Norms

导出

摘要口碑传播在今天被企业广泛重视和运用。本文通过实证研究发现,在我国这样一个集体主义文化背景下,口碑传播来源的专业性和相似性,口碑信息特征的一致性、区别性和一贯性对消费者品牌转换意愿和主观规范均有显著的正向影响,主观规范在口碑传播对消费者品牌转换意愿影响过程中的中介效应明显。文章最后根据研究结论提出了相关策略建议。 Over recent years,WOM communications have been emphasized and applied by many enterprises.It is found by an empirical study that in Chinese social collectivist culture background,the expertise and similarity of WOM source,as well as the attributes of WOM including consensus,distinctiveness and consistency have significant positive effects on consumers＇ intention of brand switching directly and indirectly through a mediate variable named subjective norms.Based on results of the study,several managerial advices are proposed.

作者郭国庆张中科陈凯汪晓凡

机构地区中国人民大学商学院河北经贸大学经济管理学院北京林业大学经济管理学院北京中医药大学管理学院

出处《管理评论》 CSSCI 北大核心 2010年第12期62-69,共8页 Management Review

基金国家自然科学基金项目(7097213370532006)

关键词口碑传播品牌转换主观规范 word of mouth communications brand switching subjective norm

分类号 F273.2 [经济管理—企业管理] F713.55 [经济管理—市场营销] F224 [经济管理—国民经济]

引文网络
相关文献

参考文献24

1Bansal, Harvis S., Peter A. Voyer. World-of-mouth Processes Within a Services Purchase Decision Context[J]. Journal of Service Research, 2000,3(2):166-177.
2Bone, Paula Fitzgerald. Word-of-Mouth Effects on Short-term and Long-term Product Judgments[J]. Journal of Business Research, 1995,32(3):213-223.
3Richins, Marsha L. Word-of-Mouth Communication as Negative Information[J]. Advances in Consumer Research, 1984,11(1):697- 702.
4Money, R. Bruce. Word-of-mouth Promotion and Switching Behavior in Japanese and American Business-to-business Serviee Clients[J]. Journal of Business Research, 2004,57(3):297-305.
5Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger, et al. A Dyadic Study of Interpersonal Information Search[J]. Journal of the Academy of Marketing Science, 1998,26(2):83-100.
6Wangenheim, Florian V., Tomas Bayon. The Effect of Word of Mouth on Services Switching: Measurement and Moderating Vari- ables[j]. European Journal of Marketing, 2004,38(9/10): 1173- 1185.
7Laczniak, Russell N., Thomas E. DeCarlo, Carol M. Motley. Retail Equity Perceptions and Consumers' Processing of Negative Word of Mouth Communication[J]. Journal of Marketing Theory and Practice, 1996,4(4):37-48.
8Ajzen, Icek. The Theory of Planned Behavior[J]. Organizational Behavior and Human Decision Processes, 1991,50(2):179-211.
9Bristor, Julia M. Enhanced Explanations of Word of Mouth Communications: The Power of Relationships[J]. Research in Consumer Behavior, 1990,4:51-83.
10Brown, Jacqueline J., Peter H. Reingen. Social Ties and Word-of-Mouth Referral Behavior[J]. Journal of Consumer Research, 1987,14(3):350-362.