营销口碑的产生路径与创造研究

在国内市场竞争日益激烈的今天,良好的口碑是企业长期获得客户的根本保证。它本质上是关于某一组织的信用和可信赖度、经营方法、产品和服务等方面的信息,可以从一个顾客传播到另一顾客,是企业长期努力的结果。口碑的产生受企业、渠道成员、意见领袖、媒体、竞争对手、消费者六个因素的影响。而创造口碑的路径有: 赢得消费者的注意、善用意见领袖、制造系列成长故事、善用渠道和媒体及提供差异化的产品和服务等。     

eWOM effects on hotel booking intentions,attitudes, trust,and website perceptions

The objective of the study is to examine the effect of comments generated on Facebook on the choice of a hotel. More specifically, it focuses on the study of the influence of comments written by Facebook friends on the intentions of booking a hotel, the trust in the hotel, the attitude toward the hotel, and the perception of its website. The research also examines the moderator role of Internet users’ trust in those comments on these relations. To test these effects, an experimental design was created by manipulating the valence of the comments (positive vs. negative). A survey among 800 university students has confirmed all the hypotheses of the study on the influence of comments generated on Facebook in the users’ decision-making process.     

Trust and reputation in the sharing economy: The role of personal photos in Airbnb

‘Sharing economy’ platforms such as Airbnb have recently flourished in the tourism industry. The prominent appearance of sellers' photos on these platforms motivated our study. We suggest that the presence of these photos can have a significant impact on guests' decision making. Specifically, we contend that guests infer the host's trustworthiness from these photos, and that their choice is affected by this inference. In an empirical analysis of Airbnb's data and a controlled experiment, we found that the more trustworthy the host is perceived to be from her photo, the higher the price of the listing and the probability of its being chosen. We also find that a host's reputation, communicated by her online review scores, has no effect on listing price or likelihood of consumer booking. We further demonstrate that if review scores are varied experimentally, they affect guests' decisions, but the role of the host's photo remains significant.     

The Role of Retailer Trust and Word of Mouth in Buying Organic Foods in an Emerging Market

ABSTRACT

This study has twin objectives. Firstly, it explores the antecedents of retailer’s trust and its effect on organic food purchase intention. Secondly, it explores the relationship between word of mouth and retailers trust and the effect of word of mouth (WOM) in organic food purchase intention in the context of a developing economy. Cluster sampling method combined with judgement was used for survey in India. 541 usable questionnaires were analyzed. Findings indicated that Trust in retailer develops on the basis of perceived food quality, perceived service quality and perceived fairness in price. Perceived fairness in price is more important for building trust followed by perceived service quality. Both trust and WOM lead to purchase intention of organic foods. Among the two predictors of purchase intention, trust in retailer emerged as a bigger explanatory variable as compared to WOM. The current study adds word of mouth as a significant antecedent in developing purchase intention for organic foods along with the role of retailer trust. Implications for managers and researchers are emphasised.     

The structure of customer satisfaction with cruise-line services: an empirical investigation based on online word of mouth

Given the importance of the cruise segment in the tourism industry and the limited number of prior studies in the area, this study empirically explores the structure of customer satisfaction with cruise-line services by evaluating the attributes of cruises that are significant to passengers. Using 44,993 voluntarily provided customer reviews published on a cruise guide website, a stepwise regression analysis is conducted to examine the effects of the attribute performance of cruises on customer satisfaction and dissatisfaction. The findings empirically confirm the validity of the two-factor theory of customer satisfaction in the cruise tourism context. The asymmetric relationship of some attributes makes it possible to identify dissatisfiers, satisfiers, and hybrid factors for the cruise industry overall and cruises on ships of different tonnage. The results can help managers in the cruise industry understand what aspects of cruises should be given more attention to improve their competitive edge. This study is one of the first to look separately at the determinants of customer satisfaction and dissatisfaction in the emerging cruise industry and proves that the two-factor theory is applicable in a new environment.     

The 2.0 Critic: Blended Discourses in Blogging

Although traditional critics remain a reliable source, they are losing influence to online reviews produced by technology-empowered consumers. This study aims to analyze this new form of critic that have emerged with Web 2.0 and who post technical reviews based on personal experiences. We conducted a qualitative study, following netnographic and content analysis protocols in a case study of the Brazilian blog 2Beauty.com.br, which has product reviews as core content. As a contribution, we define the 2.0 Critic and its composed narrative forms—Friend, Salesperson, Connoisseur, Hacker and Examiner—which point to an expert alternative position in the ecosystem.     

Effect of consumer self‐confidence on information search and dissemination: Mediating role of subjective knowledge

Consumers search for information about products to make a satisfactory purchase decision and gain knowledge about new features and updates. Consumers also use this knowledge to be vocal about their product experience because several consumers seek interpersonal recommendations. This phenomenon has contributed to the emergence of information search (IS) and information dissemination (ID) as a key research area in the field of consumer behaviour. However, the role of personal factors such as consumer self‐confidence and subjective knowledge has received little attention in the extant IS and ID literature. The major argument of this study is that information acquisition confidence and social outcome confidence enhance subjective knowledge and consequently increase the will of consumers to search and disseminate information in the context of smartphone buyers in India. Structural equation modelling was employed to test the proposed hypotheses using a convenience sample of 259 consumers obtained through a cross‐sectional survey. The study shows that subjective knowledge is crucial in strengthening the association between consumer self‐confidence and consumer intention for IS and ID. Additionally, enhancing consumer’s social outcome confidence contributes towards high subjective knowledge and consequently accelerates information dissemination. Results suggest that firms could focus on enhancing the social outcome confidence and subjective knowledge of consumers to motivate them to disseminate information. The results also show that consumers with high confidence in information acquisition ability have the high subjective knowledge and are more likely to search for information. Overall, this study contributes to the emerging literature regarding the role of personal factors in IS and dissemination behaviour.     

Satisfaction and positive emotions: A comparison of the influence of hotel guests’ beliefs and attitudes on their satisfaction and emotions

This research provides a comparative study of two comprehensive servicescape models to explore the underlying influence of various hotel elements on guests’ satisfaction with, and emotional responses to, their hotel stays. Based on the theory of reasoned action (TRA) and the theory of planned behavior (TPB), this research sought to identify the differences in guests’ beliefs and attitudes about the elements of hotels’ public areas, rooms, ambiance, social, and green practices in determining their satisfaction and emotions. Two structural models were developed illustrating the theorized interrelationships between identified constructs. Data collected through an online survey from 310 guests stayed in upscale hotels with four-star ratings were used for the analysis. Results from two structural models revealed that the model with attitudes is a better predictor of guest satisfaction and emotions than the model with beliefs. Further, emotionally attached guests engage more in WOM than did satisfied guests. Hotel managers need to offer experiences that consist of elements that matter to customers since customers’ attitude towards various service elements determine their satisfaction and emotional attachment with hotels. Additionally, in order to get brand promoters through WOM recommendations, hotels need to focus on emotionally attached customers than satisfied customers.     

The decision‐making process in viral marketing—A review and suggestions for further research

Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐making process from content reception to interaction must be clarified. This paper examines the decision‐making process of individuals in viral marketing using a new dynamic model. In addition, this work reviews the existing literature on viral marketing and structures to identify existing issues for further research. The decision‐making process is basically divided into two stages. In the first decision stage, individuals decide whether content should be considered. When individuals agree to view the content, they decide in the second stage whether they want to interact with it. These two decisions are influenced by three factors: the framework conditions, content, and interaction aims. With the help of the decision model, this paper summarizes the most important findings from viral marketing research over the last 20 years. In addition, this work provides new opportunities for further research in the field of viral marketing.     

The Moderating Role of Country of Origin on Brand Equity,Repeat Purchase Intentions,and Word of Mouth in Trinidad and Tobago

Brand equity has emerged as a critical aspect of marketing, but its effect on consumer behavioral intentions from a developing country perspective has not been sufficiently examined. This study proposes that country of origin and product type will moderate the relationships between brand equity, consumer repeat purchase intentions, and word of mouth. Data were collected from 157 customers and analyzed with regression analysis. Our results confirm the moderating role of COO such that favorable COO weakens the impact of brand equity on consumers' behavioral intentions. Product type was not significant. Theoretical and practical implications of these findings are presented as well as the limitations, and future research opportunities are discussed.