专业口碑还是群众口碑更好? 口碑类型对顾客购买意愿的影响研究  

Quantity or Quality?The Effect of Word-of-Mouth Types on Customer’s Purchase Intention

作　　者：陈春峰[1] 张德鹏[1] 张凤华[1] 高鸿铭 Chen Chunfeng;Zhang Depeng;Zhang Fenghua;Gao Hongming(School of Management,Guangdong University of Technology;School of Management,Guangzhou University)

机构地区：[1]广东工业大学管理学院 [2]广州大学管理学院

出　　处：《南开管理评论》2023年第4期25-35,I0005,I0006,共13页Nankai Business Review

基　　金：国家自然科学基金项目(71972055、72002044);中国博士后科学基金项目(2022M720835)资助。

摘　　要：口碑特征如何影响顾客购买意愿备受关注,然而有关口碑来源特征的研究甚少。本文基于后悔理论视角,探讨不同口碑类型(质量来源型口碑vs.数量来源型口碑)影响顾客购买意愿的作用机制及边界条件。通过四个研究发现:第一,数量来源型口碑较质量来源型口碑能让顾客产生更高的购买意愿,预期后悔在口碑类型与购买意愿的关系间发挥中介作用。第二,感知社会距离和感知利他动机共同中介口碑类型与预期后悔的关系。第三,产品接收者类型(亲密vs.疏远)调节口碑类型与预期后悔及购买意愿之间的关系。本研究结论不仅有助于理解不同口碑来源的影响力差异,深化和拓展口碑影响效应的理论研究,而且对企业口碑营销实践具有重要的管理启示。From the perspective of regret theory,this research examines the influence of word-of-mouth(WOM)types(quality-sourced WOM vs.quantity-sourced WOM)on customers’purchase intentions.Four studies,including one field experiment and three online experiments,are conducted to test the research model and hypotheses proposed in this research.The results show that:(1)WOM types influence cus-tomers’anticipated regret and purchase intention.Compared to qual-ity-sourced WOM,quantity-sourced WOM leads to lower anticipated regret and higher purchase intention.Moreover,anticipated regret plays a mediating role in the relationship between WOM types and purchase intention.(2)WOM types influence customers’perceived social distance and perceived altruistic motivation.Compared to quan-tity-sourced WOM,quality-sourced WOM leads customers to have higher perceived social distance and lower perceived altruistic moti-vation.Furthermore,perceived social distance and perceived altruistic motivation jointly mediate the relationship between WOM types and anticipated regret,explaining the reasons why different types of WOM lead to different anticipated regret.(3)The type of product receiver(close vs.distant)moderates the relationship between the WOM types,anticipated regret and purchase intention.In the close receiver situation,quality-sourced WOM leads customers to have higher anticipated re-gret and lower purchase intention than quantity-sourced WOM.In con-trast,in the distant receiver situation,quality-sourced WOM leads cus-tomers to have lower anticipated regret and higher purchase intention than quantity-sourced WOM.Based on the WOM source perspective,this research proposes an integral model with paratactic and multiple mediators,and systematically analyses the psychological mechanism driving the influence of WOM types on customers’purchase intention.The conclusion has not only important theoretical implications to deep-en and broaden the understanding of the WOM effect,but also useful implications for practitioners to improve WOM

关 键 词：质量来源 数量来源 预期后悔 产品接收者 购买意愿 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]