Influences on consumer use of word-of-mouth recommendation sources |
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Authors: | Dale F Duhan Scott D Johnson James B Wilcox Gilbert D Harrell |
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Institution: | (1) University of Oregon, USA;(2) the College of Business at Texas Tech University, USA;(3) the College of Business and Public Administration, University of Louisville, USA;(4) Pennsylvania State University, USA;(5) Eli Broad Graduate School of Management, Michigan State University, East Lansing |
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Abstract: | This article reports the development and testing of a theoretical model of the initial stages of recommendation-based decision
making by consumers. Although consumers use a variety of recommendation sources, they have different motivations for the use
of different sources. The model focuses on the factors that influence the likelihood of consumers using strong-tie sources
(e.g., friends and family) and weak-tie sources (e.g., acquaintances or strangers) or recommendations. The factors used in
the model are the prior knowledge level of the consumer about the product being considered, the perceived decision task difficulty
level, and the type of evaluative cues sought by the consumer. Hypotheses are tested using data collected in an extensive
field study with consumers. Two paths or routes of influence on the use of recommendation sources are proposed and confirmed
in the study.
His work has been published in theJournal of the Academy of Marketing Science, Journal of Marketing, andJournal of Marketing Research.
His research interests center on consumer decision making and marketing education. He has published previously in theJournal of the Academy of Marketing Science, Journal of Advertising, Strategic Change, The International Executive, andMarketing Education Review.
His research interests include research methodology, quantitative methods, and competitive intelligence. His work has appeared
in theJournal of Marketing Research, Journal of Marketing, andJournal of the Academy of Marketing Science.
His publications have appeared in numerous journals. His books includeConsumer Behavior (Harcourt Brace Jovanovich, 1986) andMarketing Management (Simon & Schuster). |
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