顾客口碑价值形成机理:基于社会影响理论视角研究

The Forming Mechanism of Customer Referral Value from the Perspective of Social Impact Theory

顾客口碑在企业营销活动中发挥着重要作用。本研究探索顾客口碑价值的构成要素,并以社会影响理论为视角,分析顾客口碑价值的驱动因素及其形成机理。研究结果显示,溢价能力、购买额增长、顾客获得成本和保留成本降低是顾客口碑价值的主要构成要素;在口碑推荐行为对被推荐者产生影响所形成价值的过程中,顾客推荐行为转化成顾客口碑价值受到顾客社会影响力与社会关系广度的交互调节影响;在口碑推荐行为对推荐者自身影响所形成价值的过程中,推荐者自身的态度确定性中介了口碑推荐行为对顾客口碑价值的影响效应。

Word-of-mouth （WOM）plays an important role in enterprise marketing activities. This paper aims to explore the components of consumer referral value（ CRV）, and to analyze its driving factors and forming mechanism from the perspec- tive of social impact theory. Results indicate that premium ability, growth of the purchases, reduction of customer acquisi- tion costs, and reduction of customer retention costs are the main constituent elements of CRV. The process, in which customer referral behavior turns into CRV through WOM affecting other consumers, is modulated by the interactive effect of the customer social influence and the customer social relationship breadth. The process, in which customer referra｜ behavior turns into CRV through WOM affecting the customer himself, is mediated by his own attitude certainty.