This paper documents evidence from five studies showing that WOM about experiential versus material purchases is superior in evoking reactions from WOM receivers that are valuable for firms (e.g., purchase intention). We find that this difference emerges from receivers’ perception that WOM about an experience (vs. material object) is more substantive (i.e., involving, meaningful). Further, we test two potential antecedents of substantive WOM: receivers’ and senders’ identification with the purchase. Mediation- and moderation-based evidence indicates that receiver-, but not sender-, identification drives substantiveness. Theoretical and practical implications are discussed.

本文记录了来自五项研究的证据，这些证据表明，关于体验采购与物料采购的WOM优于来自WOM接收者的对企业而言有价值的反应（例如，购买意图）。我们发现，这种差异源自接收者的感知，即关于体验（相对于实质对象）的WOM更具有实质性（即涉及，有意义）。此外，我们测试了实体WOM的两个潜在先行条件：购买者的接收者和发送者的标识。基于调解和调解的证据表明，接收者（而非发送者）的身份驱动了实体性。理论和实践意义进行了讨论。