Loại sản phẩm và truyền miệng: một góc nhìn song phương

Journal of Research in Interactive Marketing - 2011
Cheng‐HsiFang1, Tom M.Y.Lin2, FangyiLiu2, YuHsiang Lin3
1Department of Marketing and Distribution Management, Ching Yun University, Zhongli City, Taiwan
2Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan
3Department of International Business Administration, Chinese Culture University, Taipei, Taiwan

Tóm tắt

Mục đíchCó bằng chứng mạnh mẽ cho thấy rằng việc truyền miệng (WOM) có mức độ ảnh hưởng khác nhau tùy thuộc vào loại sản phẩm; tuy nhiên, nghiên cứu thực nghiệm vẫn còn thiếu. Mục đích của bài báo này là đề xuất một mô hình quy trình để kiểm tra ảnh hưởng của loại sản phẩm đối với cả hiệu ứng và sự lan tỏa của thông tin liên quan đến WOM đồng thời.Thiết kế/phương pháp tiếp cậnThông qua một bảng câu hỏi tự quản lý, một mẫu gồm 895 người tiêu dùng trên 16 loại sản phẩm khác nhau đã được thu thập; các kết quả đã được phân tích bằng việc sử dụng mô hình phương trình cấu trúc.Kết quảWOM được phát hiện là có ảnh hưởng mạnh mẽ và được lan tỏa rộng rãi hơn đối với dịch vụ so với hàng hóa. Ngoài ra, mặc dù mức độ rủi ro mà người nhận cảm nhận (PR) thường được cho là một yếu tố tiền đề quan trọng của ảnh hưởng truyền miệng (WI), nhưng kết quả của nghiên cứu này cho thấy PR không phải là một hàm số trực tiếp của WI. Thay vào đó, yêu cầu truyền miệng (WR) đóng vai trò trung gian trong ảnh hưởng của PR đối với WI.Tính nguyên bản/gía trịTheo thông tin mà tác giả biết, đây là nghiên cứu đầu tiên xem xét mối quan hệ giữa loại sản phẩm và WOM từ một góc nhìn song phương. Hơn nữa, các tác giả đã giới thiệu hai yếu tố trung gian quan trọng – đó là PR và WR – trong mô hình nhằm xác định các ảnh hưởng tiềm năng khác nhau của WOM trong một bối cảnh mà người tìm kiếm khởi xướng. Kết quả của nghiên cứu này sẽ nâng cao kiến thức về các ảnh hưởng của thông tin WOM.

Từ khóa


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Journal of Research in Interactive Marketing

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