Personal Word of Mouth, Virtual Word of Mouth, and Innovation Use
Personal Word of Mouth, Virtual Word of Mouth, and Innovation Use
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DOI：
10.1111/j.1540-5885.2012.00983.x
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发表时间：
2013
影响因子：
10.5
通讯作者：
T. Kawakami;K. Kishiya;M. Parry
中科院分区：
文献类型：
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作者：
T. Kawakami;K. Kishiya;M. Parry
作者研究了口碑传播对创新使用的影响。提出了将个人和虚拟口碑（vWOM）直接与创新使用联系起来的假设。作者还研究了两个额外的变量，连接口碑和创新使用的中介作用。现有研究表明，个人口碑（pom）通过影响消费者对当地采用者规模的看法，间接影响创新使用的强度。此外，个人和虚拟的口碑影响应与消费者对补充产品可用性的看法呈正相关，先前的研究已将其与各种创新使用联系起来。作者通过收集247名日本新一代便携式游戏设备用户的数据来验证这些假设。研究结果表明，个人口碑和虚拟口碑都与创新使用的多样性直接相关，而创新使用的多样性又与使用强度相关。此外，通过影响消费者对(1)当地采用者人口的感知规模和(2)补充产品的可得性的感知，ppm与使用强度和使用种类呈正相关。相反，通过同样的两条路径，v口碑与使用强度和使用种类都呈负相关。
The authors examine the impact of word-of-mouth communication on innovation use. Hypotheses are developed linking both personal and virtual word of mouth (vWOM) directly to innovation use. The authors also examine the mediating role of two additional variables that link word of mouth and innovation use. Existing research suggests that personal word of mouth (pWOM) indirectly influences intensity of innovation use through its impact on consumer perceptions of the size of local adopter population. In addition, both personal and virtual word-of-mouth influence should be positively associated with consumer perceptions of the availability of complementary products, which prior studies have linked to variety of innovation use. The authors test these hypotheses using data collected from 247 Japanese adopters of new-generation portable gaming devices. Findings indicate that both personal and virtual word of mouth are directly related with variety of innovation use, which is in turn related with intensity of use. In addition, pWOM is positively related with both intensity of use and variety of use through its impact on consumer perceptions of (1) the perceived size of the local adopter population and (2) the availability of complementary products. In contrast, through these same two paths, vWOM is negatively related with both intensity of use and variety of use.