Hiểu biết về hiệu quả của truyền miệng: một góc nhìn về độ co giãn

Journal of Research in Interactive Marketing - Tập 7 Số 1 - Trang 57-77 - 2013
YimiaoChen1, FangyiLiu2, Cheng‐HsiFang3, Tom M.Y.Lin1
1Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan, Republic of China
2Department of Leisure Recreation & Travel Management, Toko University, Chiayi, Taiwan, Republic of China
3Department of Marketing and Distribution Management, Ching Yun University, Jung‐Li, Taiwan, Republic of China

Tóm tắt

Mục đíchVới sự gia tăng việc sử dụng các trang mạng xã hội, đã có mối quan tâm đáng kể đến nghiên cứu truyền miệng (Word‐of‐Mouth - WOM). Mục đích của bài báo này là đề xuất rằng lý thuyết độ co giãn kinh tế có thể được áp dụng để đánh giá tác động của WOM và làm cơ sở cho việc so sánh giữa các sản phẩm. Tính thực tiễn của phương pháp được đề xuất được minh họa thông qua một nghiên cứu thực tế. Hy vọng rằng kết quả của nghiên cứu này sẽ giải quyết được tranh cãi về tác động của WOM như đã được chỉ ra trong các nghiên cứu trước đây.Thiết kế/phương pháp/nghiên cứuĐể loại bỏ các hạn chế trong việc đo lường WOM một cách khách quan, nghiên cứu đã yêu cầu người tiêu dùng hình thành đánh giá tích cực về WOM liên quan đến một sản phẩm hoặc dịch vụ. Trong trường hợp người tiêu dùng có thể đánh giá cảm xúc một cách chính xác, hàm tiêu dùng WOM có thể được xây dựng và hiệu ứng biên của WOM được ước lượng. Nghiên cứu sử dụng bảng hỏi tự báo cáo để ước lượng độ co giãn của WOM cho 13 sản phẩm. Tổng cộng, 465 bảng hỏi hợp lệ đã được thu thập.Kết quảKết quả thực nghiệm cho thấy: thứ nhất, đối với 13 danh mục sản phẩm, một tỷ lệ đáng kể người trả lời rất nhạy cảm với WOM của sản phẩm mà họ muốn mua; và thứ hai, độ co giãn WOM của 13 danh mục sản phẩm nằm trong khoảng từ 0.24 đến 1.31; độ co giãn trung bình là 0.84 cho sản phẩm dịch vụ và 0.43 cho hàng hóa vật lý.Giá trị/độ mớiNghiên cứu này có thể dẫn đến việc hiểu rõ hơn về hiệu quả của WOM. Độ co giãn WOM cung cấp một góc nhìn thay thế để kiểm tra tác động của WOM giữa các sản phẩm khác nhau; ngoài ra, nó còn cung cấp cơ hội để đánh giá lại kết quả của các nghiên cứu trước đó.

Từ khóa


Tài liệu tham khảo

Allsop, D.T., Bryce, R.B. and Hoskins, J.A. (2007), “Word‐of‐mouth research: principles and applications”, Journal of Advertising Research, Vol. 47 No. 4, pp. 398‐411.

Arndt, J. (1967a), “Role of product‐related conversations in the diffusion of a new product”, Journal of Marketing Research, Vol. 4 No. 1, pp. 291‐5.

Arndt, J. (1967b), Word of Mouth Advertising: A Review of the Literature, Advertising Research Federation, New York, NY.

Assmus, G., Farley, J.U. and Lehmann, D.R. (1984), “How advertising affects sales: meta‐analysis of econometric results”, Journal of Marketing Research, Vol. 21, pp. 65‐74.

Bansal, H.S. and Voyer, P.A. (2000), “Word‐of‐mouth processes within a services purchase decision context”, Journal of Service Research, Vol. 3 No. 2, pp. 166‐77.

Bayus, B.L. (1985), “Word of mouth: the indirect effects of marketing efforts”, Journal of Advertising Research, Vol. 25 No. 3, pp. 31‐9.

Bearden, W.O., Netemeyer, R.G. and Teel, J.E. (1989), “Measurement of consumer susceptibility to interpersonal influence”, Journal of Consumer Research, Vol. 15 No. 4, pp. 473‐81.

Berger, J. and Schwartz, E.M. (2011), “What drives immediate and ongoing word of mouth?”, Journal of Marketing Research, Vol. 48 No. 5, pp. 869‐80.

Berry, L.L. (1995), “Relationship marketing of services – growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 236‐45.

Bone, P.F. (1995), “Word‐of‐mouth effects on short‐term and long‐term product judgment”, Journal of Business Research, Vol. 32 No. 3, pp. 213‐23.

Bristor, J.M. (1990), “Enhanced explanations of word of mouth communications: the power of relationships”, Research in Consumer Behavior, Vol. 4, pp. 51‐83.

Brown, J.J. and Reingen, P.H. (1987), “Social ties and word‐of‐mouth referral behavior”, Journal of Consumer Research, Vol. 14, pp. 350‐62.

Brown, T.J., Barry, T.E., Dacin, P.A. and Gunst, R.F. (2005), “Spreading the word: investigating antecedents of consumers' positive word‐of‐mouth intentions and behaviors in a retailing context”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp. 123‐38.

Burton, J. and Khammash, M. (2010), “Why do people read reviews posted on consumer‐opinion portals?”, Journal of Marketing Management, Vol. 26 Nos 3/4, pp. 230‐55.

Cheema, A. and Kaikati, A. (2010), “The effect of need for uniqueness on word of mouth”, Journal of Marketing Research, Vol. 47 No. 3, pp. 553‐63.

Christiansen, T. and Tax, S.S. (2000), “Measuring word of mouth: the questions of who and when?”, Journal of Marketing Communications, Vol. 6, pp. 185‐99.

Chung, C. and Darke, P. (2006), “The consumer as advocate: self‐relevance, culture, and word‐of‐mouth”, Marketing Letters, Vol. 17 No. 4, pp. 269‐79.

Costrell, R.M. and Loury, G.C. (2004), “Distribution of ability and earnings in a hierarchical job assignment model”, Journal of Political Economy, Vol. 112 No. 6, pp. 1322‐63.

Crane, F.G. and Lynch, J.E. (1988), “Consumer selection of physicians and dentists: an examination of choice criteria and cue usage”, Journal of Health Care Marketing, Vol. 8 No. 3, pp. 16‐19.

Day, G.S. (1971), “Attitude change media and word of mouth”, Journal of Advertising Research, Vol. 11 No. 6, pp. 31‐40.

Derbaix, C. and Vanhamme, J. (2003), “Inducing word‐of‐mouth by eliciting surprise – a pilot investigation”, Journal of Economic Psychology, Vol. 24, pp. 99‐116.

Devlin, J.F., Gwynne, A.L. and Ennew, C.T. (2002), “The antecedents of service expectations”, The Service Industries Journal, Vol. 22 No. 4, pp. 117‐52.

Dodson, J.A. and Muller, E. (1978), “Models of new product diffusion through advertising and word‐of‐mouth”, Management Science, Vol. 24 No. 15, pp. 1568‐78.

Duhan, D.F., Johnson, S.D., Wilcox, J.B. and Harrell, G.D. (1997), “Influences on consumer use of word‐of‐mouth recommendation sources”, Journal of the Academy of Marketing Science, Vol. 25 No. 4, pp. 283‐95.

Dye, R. (2000), “The buzz on buzz”, Harvard Business Review, Vol. 78 No. 6, pp. 139‐46.

East, R., Hammond, K. and Lomax, W. (2008), “Measuring the impact of positive and negative word of mouth on brand purchase probability”, International Journal of Research in Marketing, Vol. 25 No. 3, pp. 215‐24.

Ennew, C., Bauerjee, A.K. and Li, D. (2000), “Managing word of mouth communication: empirical evidence from India”, International Journal of Bank Marketing, Vol. 18 No. 2, pp. 75‐83.

Fang, C.H., Lin, T.M.Y., Liu, F. and Lin, Y.H. (2011), “Product type and word of mouth: a dyadic perspective”, Journal of Research in Interactive Marketing, Vol. 5 Nos 2/3, pp. 189‐202.

File, K.M., Judd, B.B. and Prince, R.A. (1992), “Interactive marketing: the influence of participation on positive word‐of‐mouth and referrals”, Journal of Services Marketing, Vol. 6 No. 4, pp. 5‐14.

Gilly, M.C., Graham, O.L., Wolfinbarger, M.F. and Yale, L.J. (1998), “A dyadic study of interpersonal information search”, Journal of the Academy of Marketing Science, Vol. 26 No. 2, pp. 83‐100.

Godes, D. and Mayzlin, D. (2004), “Using online conversations to study word‐of‐mouth communication”, Marketing Science, Vol. 23 No. 4, pp. 545‐60.

Gounaris, S. and Stathakopoulos, V. (2004), “Antecedents and consequences of brand loyalty: an empirical study”, Journal of Brand Management, Vol. 11 No. 4, pp. 283‐306.

Hahn, M., Park, S., Krishnamurthi, L. and Zoltners, A.A. (1994), “Analysis of new product diffusion using a four segment trial‐repeat model”, Marketing Science, Vol. 13 No. 3, pp. 224‐47.

Harrison‐Walker, L.J. (2001), “The measurement of word‐of‐mouth communcation and an investigation of service quality and customer commitment as potential antecedents”, Journal of Service Research, Vol. 4 No. 1, pp. 60‐75.

Herr, P.M., Kardes, F.R. and Kim, J. (1991), “Effects of word‐of‐mouth and product‐attribute information on persuasion: an accessibility‐diagnosticity perspective”, Journal of Consumer Research, Vol. 17 No. 4, pp. 454‐62.

Hogan, J.E., Lemon, K.N. and Libai, B. (2004), “Quantifying the ripple: word‐of‐mouth and advertising strategies of competing durable good producers”, Marketing Science, Vol. 7 No. 4, pp. 356‐67.

Homburg, C. and Fürst, A. (2005), “How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach”, Journal of Marketing, Vol. 69, pp. 95‐114.

Horsky, D. and Mate, K. (1988), “Dynamic advertising strategies of competing durable good producers”, Marketing Science, Vol. 7, pp. 356‐67.

Katona, G. and Mueller, E. (1954), “A study of purchasing decisions”, in Clark, L.H. (Ed.), Consumer Behavior: The Dynamics of the Consumer Reaction, New York University, New York, NY.

Katz, E. and Lazarsfeld, P.F. (1955), Personal Influence: The Part Played by People in the Flow of Mass Communications, Transaction Publishers, Piscataway, NJ.

Kiel, G.C. and Layton, R.A. (1981), “Dimensions of consumer information seeking behavior”, Journal of marketing Research, Vol. 18 No. 2, pp. 233‐9.

Kozinets, R.V., Valck, K.D., Wojnicki, A.C. and Wilner, S.J.S. (2010), “Networked narratives: understanding word‐of‐mouth marketing in online communities”, Journal of Marketing, Vol. 74 No. 2, pp. 71‐89.

Krishnamurihi, L. (1991), “An empirical analysis of the relationship between brand loyalty and consumer price elasticity”, Marketing Science, Vol. 10 No. 2, pp. 172‐284.

Laczniak, R.N., DeCarlo, T.E. and Ramaswami, S.R. (2001), “Consumers' responses to negative word‐of‐mouth communication: an attribution theory perspective”, Journal of Consumer Psychology, Vol. 11 No. 1, pp. 57‐73.

Libai, B., Muller, E. and Peres, R. (2009), “The role of within‐brand and cross‐brand communications in competitive growth”, Journal of Marketing, Vol. 73 No. 3, pp. 19‐34.

Mahajan, V., Muller, E. and Bass, F.M. (1990), “New product diffusion models in marketing: a review and directions for research”, Journal of Marketing, Vol. 54, pp. 1‐26.

Mittal, V., Ross, W. and Baldasare, P. (1998), “The asymmetric impact of negative and positive attribute‐level performance on overall satisfaction and repurchase intentions”, Journal of Marketing, Vol. 62, pp. 33‐47.

Murray, K.B. (1991), “A test of services marketing theory: consumer information acquisition activities”, Journal of Marketing, Vol. 55, pp. 10‐25.

Nair, H.S., Manchanda, P. and Bhatia, T. (2010), “Asymmetric social interactions in physician prescription behavior: the role of opinion leaders”, Journal of Marketing Research, Vol. 47 No. 5, pp. 883‐95.

Oliveira‐Castro, J.M., Foxall, G.R. and Schrezenmaier, T.C. (2005), “Patterns of consumer response to retail price differentials”, The Service Industries Journal, Vol. 25 No. 3, pp. 309‐35.

Parker, P. (1992), “Pricing strategies in markets with dynamic elasticities”, Marketing Letters, Vol. 3 No. 3, pp. 227‐37.

Reichheld, F. and Sasser, W.J. (1990), “Zero defections: quality comes to services”, Harvard Business Review, September/October, pp. 105‐11.

Russel, G.J. and Bolton, R.N. (1988), “Implications of market structure for elasticity structure”, Journal of Marketing Research, Vol. 25 No. 3, pp. 229‐41.

Savin, S. and Terwiesch, C. (2005), “Optimal product launch times in a duopoly: balancing life‐cycle revenues with product cost”, Operations Research, Vol. 53 No. 1, pp. 26‐47.

Silk, A.J. (1996), “Overlap among self‐designated opinion leaders: a study of selected dental products and services”, Journal of Marketing Research, Vol. 3 No. 3, pp. 255‐9.

Smith, R.E. and Swinyard, W.R. (1982), “Information response models: an integrated approach”, Journal of Marketing, Vol. 46, pp. 81‐93.

Sweeney, J.C., Soutar, G.N. and Mazzarol, T. (2008), “Factors influencing word of mouth effectiveness: receiver perspectives”, European Journal of Marketing, Vol. 42 Nos 3/4, pp. 344‐64.

Taylor, K.A. (1997), “A regret theory approach to assessing consumer satisfaction”, Marketing Letters, Vol. 8 No. 2, pp. 229‐38.

Trusov, M., Bucklin, R.E. and Pauwels, K. (2009), “Effects of word‐of‐mouth versus traditional marketing: findings from an internet social networking site”, Journal of Marketing, Vol. 73 No. 5, pp. 90‐102.

Villanueva, J., Yoo, S. and Hanssens, D.M. (2008), “The impact of marketing‐induced vs word‐of‐mouth customer acquisition on customer equity”, Journal of Marketing Research, Vol. 45 No. 1, pp. 48‐59.

Webster, C. (1991), “Influences upon consumer expectations of services”, The Journal of Services Marketing, Vol. 5, pp. 5‐17.

Wirjanto, T.S. (2004), “Exploring consumption‐based asset pricing model with stochastic‐trend forcing processes”, Applied Economics, Vol. 36, pp. 1591‐7.

Yafchak, R. (2000), “A longitudinal study of economies of scale in the hospital industry”, Journal of Health Care Fnance, Vol. 27 No. 1, pp. 67‐89.

Zhao, M. and Xie, J. (2011), “Effects of social and temporal distance on consumers' responses to peer recommendations”, Journal of Marketing Research, Vol. 48 No. 3, pp. 486‐96.

Zinkhan, G.M., Kwak, H., Morrison, M. and Peters, C.O. (2003), “Web‐based chatting: consumer communication in cyberspace”, Journal of Consumer Psychology, Vol. 13 Nos 1/2, pp. 17‐27.

Mahajan, V., Sharma, S. and Buzzell, R.D. (1993), “Assessing the impact of competitive entry on market expansion and incumbent sales”, Journal of Marketing, Vol. 57 No. 3, pp. 39‐52.

Thông tin
Thông tin xuất bản

Journal of Research in Interactive Marketing

Tập 7 Số 1

57-77

Thông tin tác giả