Too much of a good thing? High volumes of positive WOM can undermine adopters of new technology products

IF 2.5 3区 管理学 Q3 BUSINESS
David L. Alexander, Sarah G. Moore
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Abstract

We explore how first-time adopters of complex new technology products are influenced by the volume of positive WOM that they receive prior to adoption. Such positive WOM can flow through to alter adopter’s goals during initial product use, with consequences for their usage experiences and strategies. Two longitudinal surveys and an experiment reveal a potential downside of positive WOM. Specifically, receiving a greater volume of positive WOM about a new technology product can establish normative standards for adopter’s performance during product use. This leads adopters to feel pressure to meet those standards, prompting avoidance-oriented performance goals for initial use of their new product. Together, these processes undermine adopter’s experiences with their new product, as well as their strategies for using it. Our findings offer insights for marketers and researchers by identifying and explaining an ironic post-adoption effect of PWOM.

Too much of a good thing? High volumes of positive WOM can undermine adopters of new technology products.

Abstract Image

好事太多?大量正面的 WOM 会损害新技术产品的采用者
我们探讨了复杂的新技术产品的首次采用者在采用前如何受到正面 WOM 的影响。这种正面的 WOM 会在产品的初次使用过程中改变采用者的目标,并对他们的使用体验和策略产生影响。两项纵向调查和一项实验揭示了正面 WOM 的潜在弊端。具体来说,接收到更多关于新技术产品的正面 WOM 会为采用者在产品使用过程中的表现建立规范标准。这就会让采用者感受到达到这些标准的压力,促使他们在新产品的初次使用中以回避为导向制定绩效目标。这些过程共同破坏了采用者对新产品的体验,以及他们使用新产品的策略。我们的研究结果为营销人员和研究人员提供了启示,发现并解释了PWOM具有讽刺意味的采用后效应。大量的正面 WOM 会损害新技术产品的采用者。
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来源期刊
Marketing Letters
Marketing Letters BUSINESS-
CiteScore
5.90
自引率
5.60%
发文量
51
期刊介绍: Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett
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