|Alternative Title||The Effect of Repeated Purchase Information in Word of Mouth on Consumers' Purchase Intention|
|Place of Conferral||中国科学院心理研究所|
|Keyword||重复购买信息 感知口碑有用性 感知价值 购买意向|
Due to the asymmetry of information in the market, it is difficult for consumers to understand the actual quality of goods. Therefore, consumers need to reduce uncertainty by searching for information. With the expanding of information, consumers need to spend more time searching for information, influencing consumers' perceived revenue. Therefore, it is necessary to help customers identify information and provide useful information.
Repeated purchase information is a kind of information that is common in word of mouth. The appearance of repeated purchase behavior indicates that customers have been positively strengthened in their past purchase experience. This study is based on observational learning theory, exploring the impact of repeated purchase information on consumer purchase decisions and the role of product types in this relationship.
Three experiments were conducted in our study. Study 1 selected restaurant as experimental material, 232 participants participated in the experiment, using situational simulation method to explore the relationship between repeated purchase information in word of mouth and purchase intention. There were 242 participants in Study 2. Study 2 aimed to explore the relationship between repeated purchase information in word of mouth, perceived usefulness of word of mouth, perceived value of brand and purchase intention. The results showed that when consumers read the word of mouth containing repeated purchase information, they perceived that the word of mouth was more useful, perceived value of brand was higher, purchase intention was higher. Perceived usefulness of word of mouth, perceived value of the brand mediated the impact of repeated purchase information on word of mouth. Study 3 selected toothpaste as a utilitarian product, chocolate as a hedonic product. Study 3 adopted 2 (with repeated purchase information vs. without repeated purchase information) X 2 (product type: hedonic product vs. utilitarian product), 177 participants participated in the experiment. Study 3 aimed to verify the stability of the results of the study and explore the impact of product types. Product types moderated the impact of repeated purchase information on perceived usefulness of word of mouth and purchase intention. For utilitarian products, repeated purchase information had significant influence on perceived usefulness of reviews and purchase intention. For utilitarian products, the influences of repeated purchase information on perceived usefulness of reviews and purchase intention were not significant.
This study finds that repeated purchase information in word of mouth can affect consumers' purchase intention through perceived usefulness of word of mouth and perceived value of brand. This effect varies from product types. This study can provide some guidances for marketers to conduct the management of word of mouth.
|陈婕. 网络口碑中重复购买信息对消费者购买意向的影响[D]. 中国科学院心理研究所. 中国科学院大学,2019.|
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