网络口碑传播影响因素研究综述

随着网络媒体的发展,网络口碑已经成为一种重要的口碑传播形式,并受到企业和学术界越来越多的关注,在对国内外相关研究成果的梳理中,发现现有对网络口碑传播影响因素的研究主要集中在网络口碑传播动机、消费者个体差异、意见领袖、企业营销因素和社会网络结构等方面。     

基于消费者偏好的生鲜农产品网络销售策略

随着电商经济的发展,构建基于消费者偏好的生鲜农产品网络销售模式是优化农产品销售渠道、降低销售成本的重要举措。影响网络销售的因素比较多,尤其是不同消费群体对于网络产品的需求不统一,因此,为了提升生鲜农产品的网络销售量,电商企业要针对消费者的不同偏好进行分析。论文以生鲜农产品网络销售的现状为切入点,阐述构建基于消费者偏好的生鲜农产品网络销售的具体对策。     

基于传染病模型的口碑对品牌传播的作用机理分析

本文在传染病模型(SIR)的基础上,从宏观和动态的视角出发,通过建立口碑效应作用下的品牌扩散传播模型,采用数值计算和图形观察相结合的方法,描述口碑作用下的品牌扩散传播过程,分析市场上品牌消费者比例随着口碑作用和时间推移的变化规律,并预测品牌市场占有率达到最高的时刻及品牌扩散程度,并探讨了品牌推广的手段以及影响品牌传播的因素,为企业有效开展品牌的口碑营销和品牌推广提出相应的建议.     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

Cause-related marketing and values in Australia

An investigation is conducted into attitudes towards cause-related marketing (CRM) among Australian consumers, with attention to the underlying differences in consumer values. It is found that those who place greater importance on values such as warm relationships, self-fulfilment and security are likely to have more positive attitudes towards CRM. In addition, females appear to have somewhat more positive attitudes towards cause-related marketing than males. Interestingly, the degree to which consumers are susceptible to interpersonal influence is not related to attitudes towards CRM. The implications are that cause-related marketing efforts are therefore best directed at females and those who value relationships, self-fulfilment and security. Efforts to support CRM through social influences (ie via compliance and conformity) would appear to be unlikely to succeed. Copyright © 1999 Henry Stewart Publications     

The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers’ green perceived quality and green satisfaction to increase their consumers’ green WOM.     

Remanufacturing for the Circular Economy: An Examination of Consumer Switching Behavior

For the circular economy to be tenable, consumers need to not only return products after use, but also purchase products that are remanufactured. However, research finds that consumers have a poor opinion of remanufactured products and are typically not prepared to adopt them. Thus, development of the circular economy is dependent upon deeper understanding of consumers’ attitudes and behaviors. Research typically considers either micro‐level or macro‐level factors when assessing consumer perceptions of remanufactured products. The current research incorporates macro‐level factors of price, government incentives and environmental benefits with the moderating influence of micro‐level consumer attitudes to examine consumers’ intention to switch from purchasing new products to remanufactured products. The findings suggest that a consumer's attitude toward remanufactured products is an important moderating factor predicting consumer switching behavior to remanufactured products. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

Do consumers consider Word of Mouth for crucial life decisions?

This study reexamines the Theory of Reasoned Action in a culture with higher uncertainty avoidance and power distance and analyzes how homophily and the ability (expertise) of word of mouth (WOM) sources impacts on the consumer attitudes and purchase decisions with respect to such high‐risk credence products as college selection. By using an interpretivist approach to model building, the study comprises 41 interviews, finding that WOM made a significant impact on attitudes but not on purchase behaviors. Homophily with friends was regarded as an important factor at the search stage, but strong ties were more important in the purchasing of the product. Expertise and the credibility of the WOM played a significant role in generating trust in WOM, resulting in attitude change, although with a minimal impact on purchase behavior. The article concludes with implications for practice.     

The study of the effects of identity-related judgment, affective identification and continuance commitment on WOM behavior

In the past, many researches had focused on discussions related to the importance of word-of-mouth (WOM) that affects consumer behavior. In this research, the antecedents of WOM behavior will be discussed from WOM senders’ perspectives. It covers consumers’ identity-related judgment, affective identification, and continuance commitment. Furthermore, discussions will also be made regarding whether consumer affective identification and continuance commitment will affect the relationship between consumers’ identity-related judgment and WOM behavior. The study findings show that the distinctiveness and conformity of consumers have significant effects on consumer affective identification. In terms of mediating effects, consumer affective identification plays a mediating role in consumers’ identity-related judgment, continuance commitment and WOM behavior.     

Konsumentenanimosität: State of the Art und Entwicklung eines kontextsensitiven Erklärungsansatzes

Research on consumer animosity indicates that consumers reject products because they hold hostile attitudes towards the products’ country of origin. As companies operating in foreign markets are facing serious challenges, marketing research has focused on the mechanisms by which animosity influences consumer perception and behavior. The present article reviews 44 relevant empirical studies to illustrate antecedents, moderators, and behavioral consequences of the animosity effect. The analysis reveals a lack of a sound theoretical foundation and it shows that prior studies disregard social influences. To overcome this gap, the present article develops a theory-driven model which suggests that the social animosity context interacts with feelings of animosity at an individual level. Based on this new approach, directions for future research and managerial implication are discussed.     

浅议医药行业服务营销

医药服务营销是一种新型的医药市场营销模式,在营销过程中更加注重以消费者为核心,通过向消费者提供个性化的无形服务提高其对产品甚至企业的满意度和忠诚度。医药服务营销以无形性、差异性、易逝性及同步性为主要特征,营销策略主要包括服务品质创新策略、消费者满意策略、服务人员优化策略及服务营销组合策略。     

A Motivation-Experience-Performance Model to Understand Global Consumer Behavior on the Internet

Abstract

This study determines that the consumer motivations to the Internet uses are almost universal across cultures, and consumers' needs in Internet uses are a set of hierarchical needs beginning with the most importance: e-mail, information search, chatting, professional works, and e-commerce. The three basic elements in Internet consumer behavioral process are motivations, experience, and performance. Therefore, the ways to motivate consumers are the same for different cultures—to facilitate consumer experience through communication and community, and to increase consumer performance through web transaction experiences. By developing such a framework, this research suggests an aggregate process model of consumer behavior on the Internet and discusses its potential usages and limitations.     

天津市GI初级农产品品牌营销的现状分析

以品牌化带动农产品市场化是现代农业发展的必由之路。从GI的内涵出发,结合消费者对农产品需求产生的新特点,分析了GI农产品品牌营销的必要性,并结合天津市GI农产品品牌覆盖情况,分析了特色农产品品牌营销面临的机遇与挑战,并在此基础上,提出促进天津市特色农产品品牌营销的措施。     

消费者负面口碑传播动机及其对企业营销创新的启示

口碑传播被认为是增加企业客户资产的一个重要途径。然而,负面口碑却对企业绩效有显著的副作用。本文主要从负面口碑传播的视角出发,探索消费者进行负面口碑传播的动机,并探讨了在整个营销传播时代负面口碑传播动机对企业营销创新的启示。     

WEB2.0模式下旅游企业电子口碑营销策略探究

人们在作购买决策时,口碑是其最重要的信息来源之一。旅游企业提供的产品由于其无形性、消费之前不能评价等特征使得口碑作用显得更为重要。WEB2.0的出现,颠覆了传统口碑的传播方式,使口碑传播走向了一个"多对多"传播的电子化时代。在这样的背景下,旅游企业应该更好地利用电子口碑进行营销:提高旅游产品质量、积极应对正负面电子口碑、建立旅游交流社区、培育旅游舆论领袖,以更好地促进旅游业的健康发展。     

Green segmentation and environmental certification: insights from forest products

Firms engage in environmental marketing in order to appeal to environmentally conscious consumers. Within the context of the forest product industry, this research uses data from two studies to empirically test whether a relationship exists between demographic/psychographic characteristics and reported environmentally conscious intentions. In both studies, the results indicate that the environmental marketing of certified/ecolabeled forest products appeals to a segment of environmentally conscious consumers. This appeal occurs for both a value‐added product (furniture) and a non‐value‐added product (plywood). Thus, there is support for the argument that environmental marketing to environmentally conscious consumers can result in ‘green segmentation’. Key findings from this study suggest that those consumers reporting the strongest preferences for environmentally certified forest products were more willing to pay a premium for certified products, more likely to display environmentally conscious behavior and more likely to perceive that green consumer purchases effectively benefit the environment. These characteristics were most common among females and those familiar with the concept of environmental certification. Copyright © 2009 John Wiley & Sons, Ltd and EPR Environment.     

网络消费者满意度的影响因素分析

网络营销是建立在互联网技术之上、借助互联网特性实现的以盈利为目的的一种营销手段。它与传统营销相比,主要是借助互联网作为销售工具来进行一系列的营销活动在最初的起步阶段到现在逐渐成熟,它比传统营销有着绝对优势。互联网的普及推动了电子商务的发展,在我国,互联网起步较晚,但是近年来随着人们生活水平以及各种观念的提高,互联网行业得到突飞猛进的发展,相应的我国的网络营销伴随着网络的发展而与日俱增,更加完善。网络消费者购买商品主要受自己对商品的认知,更主要是在购买商品后形成的满意程度,如果消费者在第一次的购买过程达到自己的满意则会加大消费者的重复购买率。反之,消费者在购买过程中的满意度降低,则严重影响消费者的二次购买。     

新形势下的农产品绿色营销策略探析

随着世界各国环境保护意识的加强和可持续发展战略的实施,绿色营销正成为21世纪的主流。文章从顺应绿色消费潮流和应对绿色贸易壁垒,提升农产品国际竞争力两个方面进行分析,指出实施农产品绿色营销的必要性,进而对我国实施农产品绿色营销提出了建议。