消费者愿意回答电子口碑限时优惠的驱动因素

IF 6.8 1区管理学 Q1 BUSINESS

Journal of Interactive Marketing Pub Date : 2022-04-11 DOI:10.1177/10949968221083096

Camille Lacan, Emmanuelle Le Nagard, Pierre Desmet

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引用次数: 1

摘要

为了快速提高对限时优惠的认识，营销人员使用了越来越多的电子口碑招揽，通过这种方式，他们要求客户向朋友和熟人传播关于产品或公司的声明。尽管人们对这种沟通工具越来越感兴趣，但人们对如何制定有效的招揽策略知之甚少。这项研究考察了消费者愿意为有时限的报价生成征求的电子口碑的驱动因素。使用实验框架，本研究表明，在最有价值的情况下，生成征求的电子口碑的最有效策略是在截止日期之前对参与（未参与）的个人进行收益（损失）框架征求。

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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Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer

To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals.

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来源期刊

Journal of Interactive Marketing BUSINESS-

CiteScore

20.20

自引率

5.90%

发文量

期刊介绍： The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.