与价格相关的口碑传播:市场专家和社会关系作用的研究

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-12-16 DOI:10.1080/15332667.2020.1855070

S. Schneider, F. Huber

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引用次数: 5

摘要

摘要本研究通过探讨价格信息的正面和负面传播，以及社会关系和市场马克思主义的作用，揭示了价格相关口碑传播的过程。社会关系加强了通过口头传播的价格变化对随后传播的影响。市场专家有更高的意愿通过月相传传递价格知识，进而导致更高的购买意愿。本研究扩展了可及性诊断模型、弱关系强度和群体稳定性理论，以证明与价格相关的口碑主要代表了管理者的机会。

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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The Diffusion of Price-Related Word-of-Mouth: A Study Exploring the Role of Market Mavens and Social Ties

Abstract This study sheds light on the process of price-related word-of-mouth by exploring the dissemination of positively and negatively valanced price information as well as the role of social ties and market mavenism. Social ties strengthen the effect of a price change communicated by word-of-mouth on the subsequent dissemination. Market mavens are found to have a higher intention to retransmit price knowledge via word-of-month, which in turn leads to a higher purchase intention. The study extends the accessibility-diagnosticity model, the strength of weak ties, and the theory of group stability to demonstrate that price-related word-of-mouth predominantly represents an opportunity for managers.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.