口碑“种草”到实际消费的影响路径与关键因素——基于建构型扎根理论的质性研究  

The Paths from Word⁃of⁃Mouth“Breeding”to Actual Consumption and the Underlying Key Factors—A Qualitative Study Based on Constructivist Grounded Theory

作　　者：李研[1] 武瑞娟[2] 刘建新[3] Li Yan;Wu Ruijuan;Liu Jianxin(College of Business Administration,Capital University of Economics and Business,Beijing 100070;School of Management,Tianjin University of Technology,Tianjin 300384;School of Economics and Management,Southwest University,Chongqing 400715)

机构地区：[1]首都经济贸易大学工商管理学院,北京100070 [2]天津理工大学管理学院,天津300384 [3]西南大学经济管理学院,重庆400715

出　　处：《管理评论》2024年第5期137-150,共14页Management Review

基　　金：国家自然科学基金面上项目(72172096);重庆市自然科学基金面上项目(cstc2021jcyj-msxmX1067);西南大学中央高校专项资金重点项目(SWU2109208)。

摘　　要：近年来,新兴词汇“种草”在网络上被消费者广泛使用。基于建构型扎根理论,本研究构建了口碑“种草”到实际消费的影响路径与关键因素的理论模型。根据该理论模型,影响口碑“种草”的重要因素包括口碑的信息源特征、信息特征、产品特征和受众特征;口碑会通过信息性影响、规范性影响和价值表达性影响引发“种草”;口碑“种草”会具体表现为猎奇心理、消费期待、消费意愿和消费计划;从口碑“种草”到实际消费之间存在时间差,时间差可能由不同原因导致,并且引发消费者的应对行为;口碑“种草”后,消费者既可能产生实际消费,也可能放弃消费。这些研究发现不仅对口碑推荐、人际影响等方面的理论做出贡献,并且对企业深入了解网络时代的口碑效应、消费者了解自身行为决策具有较强的实践应用价值。In recent years,an emerging word“breeding”has been widely used among Chinese consumers on the Internet.Building on constructivist grounded theory,this study develops a theoretical model revealing the paths from word⁃of⁃mouth“breeding”to actual con⁃sumption and the underlying key factors.First,the theoretical model identifies four key factors affecting word⁃of⁃mouth“breeding”:in⁃formation source characteristics,message characteristics,product characteristics and audience characteristics.Second,word⁃of⁃mouth recommendation may lead to“breeding”through informational influence,normative influence or value expression influence.Third,word⁃of⁃mouth“breeding”can be specifically demonstrated through consumers’curiosity,consumption expectation,purchase intention,and plan of consumption.In particular,there is a time difference between word⁃of⁃mouth“breeding”and actual consumption.The time difference may be caused by various reasons and lead to consumers’coping behaviors.After word⁃of⁃mouth“breeding”,consumers may either actually consume or give up consumption.The findings of this research not only contribute to the theory of word⁃of⁃mouth recom⁃mendation and interpersonal influence,but also have important practical implications for marketers to understand the effects of word⁃of⁃mouth in the era of digital media,and help consumers understand their own consumption decision⁃making process and behaviors.

关 键 词：口碑 “种草” 人际影响 扎根理论 质性研究 

分 类 号：F273.2[经济管理—企业管理] F713.55[经济管理—国民经济]