个体需求影响消费者正面口碑传播吗?

Do Consumers’ Individual Demands Affect Their Positive Word of Mouth Behavior?

不同消费者的需求差异将导致消费者不同的行为选择。本研究从社会关系视角出发,探究个体归属需求和独特性需求对消费者正面口碑传播行为的影响作用,并进一步考察了自我与品牌的关系,以及自我的人际关系在消费者正面口碑传播形成过程中的调节作用。本研究以知名连锁快餐品牌为研究对象,通过调查问卷的方式收集数据,并在此基础上对概念模型进行假设检验。研究结果表明,个体归属需求对消费者正面口碑传播行为具有正向影响,而个体独特性需求对消费者正面口碑传播行为具有负向影响。同时,自我-品牌联结分别减弱了个体归属需求和加强了个体独特性需求对消费者正面口碑传播行为的影响关系。而人际亲密度却分别加强了个体归属需求和减弱了个体独特性需求对消费者正面口碑传播行为的影响关系。

Word of mouth (WOM) is an important source of consumer information.Since the publisher of word of mouth is almost independent of the enterprise,it is considered as a consumer-led marketing communication channel.This makes word-of-mouth communication the most reliable and credible means of marketing communication perceived by consumers.Existing research has proved that word-of-mouth has a great impact on shaping consumers attitudes and behaviors,mainly because other consumers suggestions can reduce the difficulty of consumers making consumer choices and increase their confidence in buying products.Many studies have explored what factors drive consumers to share product-related information and their motivation to participate in word-of-mouth activities.Specifically,the motivation of consumer satisfaction and identity,seeking advice and making commitment have been considered as the precursors of positive word-of-mouth communication behavior.In addition,some studies have pointed out that consumers participate in word-of-mouth activities in order to obtain social benefits and improve their self-worth. In view of consumers word-of-mouth communication behavior,some current studies focus on what personality traits will motivate consumers to be more willing to disseminate product or brand information.From this perspective,some scholars believe that consumers personality characteristics can influence the spread of positive word-of-mouth behavior.Existing studies have focused on the impact of characteristics such as extroversion,altruism,self-esteem and control on positive word-of-mouth communication behavior.Opinion leaders and market experts have also received great attention.However,up to now,the research on the impact of personal characteristics on consumers positive word-of-mouth behavior has not received sufficient attention.In view of this,this paper considers consumer s word-of-mouth communication behavior from the perspective of social interaction demand,and puts forward that individual s ownership needs and individual s unique needs will have an impact on consumer s positive word-of-mouth communication behavior.Specifically,individual ownership needs have a positive impact on consumers positive word-of-mouth communication behavior.Individual unique needs have a negative impact on consumers positive word-of-mouth communication behavior.However,previous studies have shown that it is difficult to predict consumer behavior satisfactorily by using personality trait variables alone.Individual prediction results show that personality trait variables can only explain a small part of the variation of consumer behavior.Therefore,this study introduced self-brand connection and interpersonal intimacy as moderator variables to further explain and predict the impact of personality traits on positive word-of-mouth communication behavior.Empirical tests show that,compared with consumers with low self-brand affiliation,the positive impact of ownership needs of consumers with high self-brand affiliation on positive word-of-mouth behavior will be weakened,while the negative impact of uniqueness needs on positive word-of-mouth behavior will be strengthened.Compared with consumers with low interpersonal intimacy,the positive influence of attribution needs of consumers with high interpersonal intimacy on positive word-of-mouth behavior will be strengthened,while the negative influence of uniqueness needs on positive word-of-mouth behavior will be weakened. This study from the perspective of social relations,exploring the unique needs of individual and ownership demand influence on consumers positive word-of-mouth behavior,and further explores the relationship between self and brand and interpersonal relationships,the formation of the self-regulatory role in the process of consumers positive word-of-mouth.This research takes famous chain restaurant enterprises as the research object,collects the data through the questionnaire,and tests the conceptual model on the basis of the hypothesis.The results show that individual ownership demand has positive influence on consumer positive word of mouth communication,while individual demand has negative influence on consumer positive word of mouth communication behavior.At the same time,self-brand connection weakened individual ownership demand and strengthened individual demand influence on consumer positive word of mouth communication.However,interpersonal cohesion strengthens individual ownership demand and weakens the influence of individual uniqueness on consumer positive word of mouth communication.