感恩比感谢更能刺激口碑

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-06-03 DOI:10.1080/10696679.2022.2078370

F. Cownie, James Haft, V. Vu, N. Natalia, M. Chaiveeradech

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引用次数: 0

摘要

摘要本研究采用定量方法和PLS-SEM研究了感激之情和表达对口碑传播的影响。这是第一项证明在东盟和英国的学生高等教育经历背景下，感恩感作为积极口碑的驱动力的研究。研究发现，感激之情更有可能导致与他人的积极对话，而不是感谢恩人。感激之情也可能降低沉默的耐力。然而，感谢的表达似乎对发送者关于HE的对话没有影响。

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Gratitude stimulates word-of-mouth more than words of thanks

ABSTRACT This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feelings of gratitude as a driver of positive word-of-mouth within the context of students’ experience of Higher Education in ASEAN and UK contexts. The study finds that feelings of gratitude are more likely to result in positive conversations with others than in thanks to the benefactor. Feelings of gratitude may also reduce silent endurance. However, expressions of gratitude appear to have no influence on a sender’s conversations about HE.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.