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2024年3月25日发(作者：delphi 官网)
Word-of-Mouth Communications :A Motivational Analysis
INTRODUCTION
Word-of-mouth (WOM), a form of interpersonal communication among
consumers concerning their personal experiences with a firm or a product (Richins
1984), has undoubtedly always been a powerful marketing force. WOM has
acquired significance because of its high incidence rate in the marketplace as well
as the persuasive role it plays in influencing consumers' attitudes and purchase
decisions(Bone 1995). Both positive and negative WOM communications can have
a strong influence on consumer’ behavior and on ensuing business performance
(Arndt 1967). Studies show that positive WOM (PWOM) is likely to increase
consumers purchase intentions for innovative products by reducing risks (Dichter
1966), help create a favorable image toward the brand and the firm (Arndt 1967),
and subsequently decrease a firm's overall promotional expenditures. Conversely,
negative WOM (NWOM) is likely to dissuade potential buyers from considering a
particular product or brand, thus damaging the company's reputation and
financial position (Holmes and Lett 1977).
Therefore, it is imperative for marketers to create an environment that is
conducive for PWOM to develop and propagate. Further, marketing managers
must understand how WOM operates in the marketplace and learn manage it
effectively. In an effort to provide managerial input to the marketers interested in
stimulating PWOM and decreasing NWOM, this study investigates the critical
consumption experiences that lend themselves to both PWOM and NWOM
communications. Further, we explore consumers' motivations to engage in the
dissemination of WOM communications and examine the nature of the
relationship between consumption experiences and consumers' motivations to
engage in unsolicited WOM communication.
CATEGORIZATION OF MOTIVATIONS
The grouping of motivations for engaging in PWOM communication resulted
in four major categories: (1) altruism, (2) product involvement, (3) self
enhancement, and (4) helping the company.
Altruism. Altruism is the act of doing something for others without
anticipating any reward in return. In about 28.7 percent of the PWOM
conversations, altruistic motives were found to guide people to share
consumption experiences with others. These individuals had the intention of
aiding the receiver to make a satisfying purchase decision.
Product involvement. The purchase and use of products that are perceived
highly important or relevant tends to create excitement and WOM is employed to
vent the positive feelings. Personal interest in the product, excitement resulting
from product ownership, and product use were cited as reasons by 33.3 percent of
the respondents for engaging in PWOM.
Self-enhancement. Respondents appeared to have the need to share their
positive consumption experiences through WOM communication in an effort to
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