Effect of Consumer Behaviors on Word-of-Mouth Influence in Online Shopping Paradigm

Abstract

Abstract: There is exponential growth of the cyber economy, and WordofMonth (WOM) has more and more effect on consumers purchase decisionmaking. As WOM is a consumerdominated information channel, both the propagators and receivers of WOM have nothing to do with the marketers. However, WOM has great influence on the consumer purchasing in the online shopping paradigm. In this paper, consumer behaviors, such as attitude towards complaining and internet business as well as perceived risks, are analyzed. Furthermore, the relationship between these factors and influence of WOM is analyzed by active seeking of WOM in the internet. It shows that the actively seeking of WOM is the key factor that contributes to the influence.

Key words: word-of-mouth (WOM), word-of-mouth influence, actively sought, online shopping, consumer behavior

Sha Zhen-quan, Hu Bei-bin, Xie Xue-yin. Effect of Consumer Behaviors on Word-of-Mouth Influence in Online Shopping Paradigm[J]. Industrial Engineering Journal , 2011, 14(4): 33-38.

References

［1］迈克尔·所罗门, 卢泰宏. 消费者行为学［M］. 北京: 电子工业出版社, 2006. ［2］Chen Y, Xie J H. Online consumer review: wordofmouth as a new element of marketing communication mix［J］. Management Science, 2008, 3(54): 477-491. ［3］HeningThurau T, Gwinner K P, Walsh G, et al. Electronic wordofmouth via consumeropinion platforms: what motivates consumers to articulate themselves on the internet? ［J］. Journal of Interactive Marketing, 2004(18): 38-52. ［4］符国群. 消费者行为学［M］. 2版.武汉: 武汉大学出版社，2004. ［5］Sundaram D S, Mitra K, Webster C. Wordofmouth communications: a motivation analysis［J］. Advances in Consumer Research, 1998(25): 527-531. ［6］李东进, 金玉华, 秦勇. WOM信息依赖性及其影响因素的实证研究——以我国消费者为例［J］. 管理学报, 2005(2): 90-97. ［7］Word of Mouth Marketing Association. An Introduction to Word of Mouth Marketing［EB/OL］. ［2006-02-01］.http:∥www.womma.org. ［8］Silverman G. How to harness the awesome power of wordofmouth［J］. Direct Marketing, 1997, 60(7): 32-37. ［9］Silverman G. The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word-of-Mouth［M］. New York: American Marketing Association, 2001. ［10］Bristor J M. Enhanced explanations of word of mouth communications: the power of relationships［J］. Research in Consumer Behavior, 1990(4): 51-83. ［11］File K M, Cermark D S, Prince R A. Word-of-mouth effects in professional services buyer behavior［J］. Service Industries Journal, 1994(14): 301-314. ［12］Bansal H S, Voyer P A. Wordofmouth process within a services purchase decision context［J］. Journal of Service Research, 2000(3): 166-177. ［13］Arndt J. Role of productrelated conversations in the diffusion of a new product［J］. Journal of Marketing Research, 1967, 4 (August): 291-295. ［14］Arndt J. Selective process in word-of-mouth［J］. Journal of Advertising Research, 1968(8): 19-22. ［15］Briggs R, Hollis N. Advertising on the Web: is there response before clickthrough［J］. Journal of Advertising Research, 1997(37): 33-45. ［16］Derbaix C. Perceived risk and risk relievers: an empirical investigation［J］. Journal of Economic Psychology, 1983(3): 19-38. ［17］Richins M L. An invertigation of consumers attitudes toward complaining［J］. Advances in Consumer Research, 1982(8): 502-506. ［18］Bearden W O, Mason B. An investigation of influences on consumer complaint reports［J］. Advances in Consumer Research, 1984(11): 490-495. ［19］Bearden W O, Teel J E. An investigation of personal influence on consumer complaining［J］. Journal of Retailing, 1980, 56(3): 3-20. ［20］Anderson R D, Engledow J L, Becker H. Evaluating the relationships among attitude business, product satisfaction, experience, and search effort［J］. Journal of Marketing Research, 1979(16): 394-400. ［21］Lundstrom W J, Lamont L M. The development of a scale to measure consumer discontent［J］. Journal of Marketing Research, 1976(13): 373-381. ［22］Murray K B, Schlacter J L. The impact of services versus goods on consumers assessment of perceived risk and variability［J］. Journal of the Academy of Marketing Science, 1990, 18(1): 51-65. ［23］Sun T, Youn S, Wu G, et al. Online wordofmouth (or mouse): an exploration of its antecedents and consequences［J］. Journal of ComputerMediated Communication, 2006, 11(4): 1104-1127. ［24］Gilly M C, Graham J L, Wolfinbarger M F, et al. A dyadic study of interpersonal information search［J］. Journal of the Academy of Marketing Science, 1998(26): 83-100. ［25］Senecal S, Nantel J. The influence of online product recommendations on consumers online choices［J］. Journal of Retailing, 2004(80): 159-169.

[1]	PENG Yongtao, LU Han, ZHAO Yanping. A Research on Pricing and Coordination Strategy in Online Shopping Supply Chain for Extended Warranty Service [J]. Industrial Engineering Journal, 2021, 24(4): 45-55.
[2]	FAN Dingxiang, LI Chonglian. A Research on Quality Control Strategy of Online Shopping Products from the Perspective of Supply Chain [J]. Industrial Engineering Journal, 2020, 23(1): 104-111.
[3]	LI Feng, YU Han. Impact of Consumer Behavior on New Product Diffusion under Duopoly Market: A Simulation Approach [J]. Industrial Engineering Journal, 2019, 22(6): 8-16,26.
[4]	ZHANG Zijian, ZENG Wen. A Research on Risk Perception and Trust Transfer between Online and Offline Channels [J]. Industrial Engineering Journal , 2019, 22(2): 29-34,88.
[5]	Han Wei-wei, Wang Jing. A Study of Consumers′Online Shopping Decision: From Neuroscience Perspective [J]. Industrial Engineering Journal , 2015, 18(1): 135-141.
[6]	Jiang Hong, Qi Ershi, Yang Daojian, Huo Yanfang. A Research on the Return Policy without Reason in Supply Chain Based on Consumer Status Quo Bias [J]. Industrial Engineering Journal , 2012, 15(1): 33-38.
[7]	Shen Cheng-lin1, Zhang Xin-xin2. Optimal Dynamic Pricing Policies of ShortLifeCycle Products for Hybrid Consumers [J]. Industrial Engineering Journal , 2011, 14(1): 38-42.