Research of Antecedent Factors in Word-of-Mouth Behaviors
| Autor: | Ji-Hua Li, 李季樺 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 The previous researches have been exploring the impact of word-of-mouth on consumer behavior. The vast majority of the researches, however, are done from the perspective of word-of-mouth receivers, placing the focus on exploring the effects brought about by word-of-mouth. There are also a number of researches that are devoted to exploring the influence of the attributes and types of the products on the behavior of word-of-mouth receivers. The present research is to investigate the antecedent factors of word-of-mouth behavior from the perspective of word-of-mouth senders. The emphasis will be placed on various antecedent factors, including identity-related judgment, consumer identification, affective commitment and continuance commitment. We will choose both physical and service goods as the research focus. In addition, this research will address whether variables, such as consumer identification, affective commitments and continuous commitments, could influence the relationship between identity-related judgment and the behavior of word-of-mouth senders. All these issues are rarely dealt with by previous marketing researchers and are anticipated to be discussed in this research. Our research shows that in addition to identity similarity, identity distinctiveness, and identity prestige, as proposed by Bhattacharya and Sen (2003), there still exists one iii variable called identity conformity. It’s also shown in the research of various attributes of the products that some of the linear relationships are strongly supported while the others are not. Among the many research findings, a comparatively important one is that there is a significant difference in the comparatively effects of identity-related judgment on consumer identification between physical and service goods. Then, we aslo find that consumer identification of the physical products is significantly to affective commitment and continuance commitment, but consumer identification of the service products is only significantly to affective commitment. Finally, our study discussed marketing implications of the findings, provided some suggestions to both academicians and practitioners, and indicated some limitations of the study and a few directions for future research. Although this study is simply exploratory in nature, it will have some contributions to both researchers and practitioners. For word-of-mouth researchers, the study may provide initial support for considering product attributes as a moderating variable in theory building. And for practitioners, it can lend insight into the decision of how to select effective strategies on the basis of the nature of their product attributes when they attempt to enhance their customers’ word-of-mouth behaviors. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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