Consumer Adoption of PC-Based/Mobile-Based Electronic Word-of-Mouth
Consumer Adoption of PC-Based/Mobile-Based Electronic Word-of-Mouth
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DOI：
10.4018/978-1-5225-2255-3.ch523
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发表时间：
2019
期刊：
影响因子：
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通讯作者：
A. Ono;Mai Kikumori
中科院分区：
文献类型：
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作者：
A. Ono;Mai Kikumori
产品和服务的电子口碑（eWOM）在消费者行为和营销传播中越来越重要。针对这一问题，市场营销和消费者学者对eom信息的发送者和接收者进行了研究。本章关注电子邮件的接收行为，介绍了关于接收者如何评估移动电子邮件消息以及他/她如何行为的学术知识。eom有两种类型，即基于pc的eom和基于移动的eom [mWOM]。此外，在每一种eoms中可以识别出两种类型的信息：营销人员通过朋友和亲戚发送的病毒式信息，以及匿名发送者对产品和服务的eoms评论。以往对病毒式营销的研究可以进一步分为两种研究流派；构建和检验因果模型的研究解释了消费者参与病毒式营销的原因，以及专注于全面说明消费者接受、使用和转发病毒式营销信息的多阶段认知和行为旅程的研究。
Electronic word of mouth (eWOM) on products and services is getting more important in consumer behavior as well as marketing communication. Regarding the issue, marketing and consumer scholars have conducted research on eWOM message senders and recipients. Focusing on eWOM receiving behavior, this chapter presents academic knowledge regarding how recipients evaluate mobile e-WOM messages and how he/she behaves as a consequence. There are two kinds of eWOM (i.e., PC-based eWOM and mobile-based eWOM [mWOM]). Moreover, two types of messages can be identified in each kind of eWOM—viral messages from marketers via friends and relatives, and eWOM reviews on products and services from anonymous senders. Prior studies on viral marketing can be further divided into two research streams; research that have constructed and tested causal models explaining why consumers participate in viral marketing, and research that have focused on illustrating comprehensively a multi-stage cognitive and behavioral customer journey towards receiving, using, and forwarding viral marketing messages.