社会距离与口碑传播效力研究:解释水平的视角

本文从社会心理学解释水平理论的视角出发,以购买意愿测量口碑传播效果,发现随着社会距离的延伸,口碑传播效果降低,提高口碑信息的目标价值、目标可得性将增强口碑传播效果;在社会距离较近的强关系下,增强目标可得性可更好地提升口碑传播效果,而在社会距离较远的弱关系下,提高目标价值则能更有效地改善口碑传播效果。

Relationship between Social Distance Effect of WOM Recommendation:A Construal Level Perspective

Many researches focus on strength of relationship in the empirical study of WOM effect factors.These researches found that effect of WOM recommendation was best among acquaintance.But how to strengthen effect of WOM recommendation was seldom discussed.From the perspective of construal level,This paper found that along with the extension of social distance,effect of WOM recommendation was reduced,but improving the feasibility,the desirability of target could enhance effect of WOM recommendation.The paper also found that the social distance was shorter,effect of WOM recommendation was larger;however,when the social distance was longer,effect of WOM recommendation gradually enhanced.Finally,managerial implications were discussed in this paper.