Although perfectionism can influence the way people think and act in a wide range of domains, consumer research has paid little attention to this personality trait. A theoretically anchored model proposes that the relationship between perfectionism traits and willingness to offer positive word-of-mouth (WOM) is mediated by the perceived social risk of recommending a brand to relatives and friends in person (i.e., the social risk of disapproval and embarrassment). We employed a mixed-methods approach with symmetric (structural equation modeling [SEM]) and asymmetric (fuzzy set qualitative comparative analysis [fsQCA]) methods. With SEM, we found that consumers with high levels of (1) doubts about actions, (2) other-oriented perfectionism, and (3) nondisclosure of imperfection have a lower propensity to offer positive WOM, because of a higher perception of social risk. Further, results from fsQCA reveal that the absence of those three dimensions is a sufficient condition to the absence of perceived social risk. Overall, the present research deepens the current understanding of the psychological profile of WOM communicators, and the role perceived social risk has on the propensity to spread WOM.

中文翻译：

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完美主义如何减少积极的口碑：感知社会风险的中介作用

尽管完美主义可以影响人们在广泛领域的思维和行为方式，但消费者研究很少关注这种人格特征。一个理论锚定的模型提出，完美主义特质与提供积极口碑（WOM）的意愿之间的关系是由亲自向亲友推荐品牌的感知社会风险（即不赞成和不赞成的社会风险）调节的。尴尬）。我们采用了对称（结构方程建模 [SEM]）和非对称（模糊集定性比较分析 [fsQCA]）方法的混合方法。通过 SEM，我们发现具有高度（1）对行为的怀疑、（2）以他人为导向的完美主义和（3）不公开不完美的消费者提供积极口碑的倾向较低，因为对社会风险的认知更高。此外，fsQCA 的结果表明，没有这三个维度是没有感知社会风险的充分条件。总体而言，本研究加深了目前对口碑传播者心理特征的理解，以及感知社会风险对传播口碑倾向的作用。