消费者购买心理与品牌认知:口碑传播的影响

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2020-12-31 DOI:10.31620/jccc.12.20/15

Rashmi Rai, Shruti Tripathi

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引用次数: 4

摘要

口碑传播（WOM）最近在世界上几乎每个运营行业都获得了发展势头。口碑可以被看作是企业有意影响消费者对企业产品的沟通。这项研究的主要目的是确定口碑传播与印度化妆品行业消费者购买行为的特异性之间是否存在任何显著关系。这项研究以163名女性为样本，她们主要来自南印度城市，其中班加罗尔占主导地位。本研究的结果适用于印度城市/大都市人口。该研究最终得出结论，口碑与消费者购买行为之间存在显著相关性，其中消费者行为是根据品牌感知、搜索和评估工作以及风险降低来衡量的。口碑与这些方面的相关性都是积极和高的，表明它们之间存在着直接而强烈的关系。

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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CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION

Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship.

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.