Direct and indirect effect of word-of-mouth with the moderation of ethnocentrism

Hyowon Hyun, Dongyoup Kim, Jungkun Park
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Abstract

PurposeThe purpose of this study is to develop a conceptual model to examine the effect of word-of-mouth in the retailing of Chinese consumer electronics in the US. This study aims to show that word-of-mouth affects directly or indirectly consumer trust-loyalty link for Chinese consumer electronics.Design/methodology/approachA research framework was designed to test the direct and indirect relationships with structural equation modelling regarding how word-of-mouth affects consumer trust and loyalty for Chinese consumer electronics in the US consumers.FindingsThe results indicate that word-of-mouth increases consumer trust directly whereas decreases consumer trust through two types of consciousness (i.e. health and price consciousness), resulting in loyalty. The results also show that ethnocentrism moderates the effect of word-of-mouth. For those with low ethnocentrism, the effect of word-of-mouth on trust exists only in the direct route.Research limitations/implicationsThe result suggests that retail managers need to carefully consider the positive and negative influences of word-of-mouth to build consumer trust and loyalty when promoting Chinese consumer electronics. Further cross-cultural research should be explored to generalize the moderating influence of ethnocentrism on the relationship between word-of-mouth and trust-loyalty link.Originality/valueThis study contributes to a better and wider understanding of consumer loyalty regarding Chinese consumer electronics by investigating the effect of word-of-mouth and the differential mediating role of multidimensional consumer consciousness with ethnocentrism.
口碑对种族中心主义的直接和间接影响
本研究的目的是建立一个概念模型来检验口碑在中国消费电子产品在美国零售中的影响。本研究旨在说明口碑对中国消费电子产品消费者信任-忠诚关系的直接或间接影响。设计/方法/方法设计了一个研究框架,通过结构方程模型来测试口碑如何影响美国消费者对中国消费电子产品的信任和忠诚度的直接和间接关系。结果表明:口碑直接增加消费者信任,而口碑通过两种意识(即健康意识和价格意识)降低消费者信任,从而产生忠诚度。结果还表明,种族中心主义调节了口碑的影响。对于低种族中心主义的个体,口碑对信任的影响只存在于直接途径上。研究局限/启示研究结果表明,零售管理者在推广中国消费电子产品时,需要仔细考虑口碑的正面和负面影响,以建立消费者的信任和忠诚度。需要进一步的跨文化研究来总结民族中心主义对口碑与信任-忠诚关系的调节作用。原创性/价值本研究通过考察口碑效应以及多维消费者意识与民族中心主义的差异中介作用,有助于更好、更广泛地理解中国消费电子产品的消费者忠诚。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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