This research develops a conceptual framework that delineates the interplay between brand relationship norms and ease of sharing on electronic word-of-mouth (eWOM) and willingness to pay (WTP). We find that when sharing is difficult, compared to those in a communal relationship, consumers in an exchange relationship are more likely to generate eWOM and pay a higher price premium. Conversely, when sharing is easy and self-brand connection is deep, consumers in a communal relationship are more likely to contribute eWOM and a higher WTP than those in an exchange relationship. Our findings offer significant theoretical and practical implications on managing consumer outcomes in the digital media era.

这项研究建立了一个概念框架，描述了品牌关系规范与电子口碑分享（eWOM）和付款意愿（WTP）之间的相互作用。我们发现，当共享困难时，与公共关系中的共享相比，交换关系中的消费者更有可能生成eWOM并支付更高的价格溢价。相反，当共享变得容易并且自有品牌联系深入时，具有公共关系的消费者比具有交换关系的消费者更有可能贡献eWOM和更高的WTP。我们的发现为管理数字媒体时代的消费者成果提供了重要的理论和实践意义。