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The Impact of Social Motivations on Word-of-Mouth Generation by Japanese Consumers
Journal of International Consumer Marketing Pub Date : 2020-06-04 , DOI: 10.1080/08961530.2020.1771645
Mark E. Parry 1 , Xiaoming Yang 2 , Masaaki Takemura 3
Affiliation  

Abstract

The authors examine the role of three social motivations (social bonding, social comparison, and the sharing of social norm information) in generating word-of-mouth (WOM) among consumers in a culture (Japan) where many consumers have an interdependent construal of self. Based on existing discussions of East Asian cultures in general and Japanese culture in particular, the authors hypothesized that these social motivations would be positively associated with the generation of WOM among Japanese consumers. To test these hypotheses, the authors surveyed 618 Japanese mothers who had purchased products designed to protect the health, safety, or well-being of their children. The resulting data were analyzed using structural equation modeling. Findings indicate that, among Japanese consumers, the generation of both positive and negative word-of-mouth is a function of the desire to share social information. In addition, positive WOM is positively related to the desire for social comparison, while negative WOM is positively related to the desire for social bonding. Finally, the desire for social bonding has positive and significant indirect relationships with both positive and negative WOM.



中文翻译:

社会动机对日本消费者口碑产生的影响

摘要

作者研究了三种社会动机(社会联系,社会比较和社会规范信息的共享)在文化(日本)中的消费者之间产生口碑(WOM)的作用,在这种文化中,许多消费者具有相互依存的自己。基于对一般东亚文化尤其是日本文化的现有讨论,作者假设这些社会动机将与日本消费者中WOM的产生成正相关。为了检验这些假设,作者对618位日本母亲进行了调查,他们购买了旨在保护其孩子的健康,安全或福祉的产品。使用结构方程模型分析所得数据。调查结果表明,在日本消费者中,正面和负面口碑的产生是共享社会信息的愿望的函数。另外,积极的WOM与社会比较的愿望成正相关,而消极的WOM与社会交往的愿望成正相关。最后,对社会联系的渴望具有积极而重要的意义。与积极和消极的WOM之间存在间接关系。

更新日期:2020-06-04
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