【作者】 陈果；

【导师】 韩顺平；

【作者基本信息】 南京大学 ， 企业管理， 2015， 硕士

【摘要】 一些在口碑传播上的研究已经有显示,消费者在社交互动中建立自己良好形象的愿望会影响他们的口碑传播意愿。消费行为有自我表达的功能,消费者可以通过消费特定产品来表达自己并塑造印象。享乐型产品具有体验丰富,主要针对感性需求等特点,而功利型的产品主要提供的是使用价值和功能性的属性特征,难以满足消费者印象管理的需求。在整理了外国前沿研究中享乐型和功利型这两种不同消费品类型对口碑传播的影响理论后,笔者进一步梳理了印象管理与口碑传播意愿之间的联系,在前人的研究基础上提出研究问题并建立假设。同时,由于印象管理受到情境和个体因素的影响,笔者带入交流关系亲密程度和自我监控两个变量对主效应的调节作用进行研究。本研究设计了三个实验来完成对理论模型的验证。研究结果表明,消费者对不同消费品的正面口碑传播意愿是有差异的,由于享乐型产品提供了印象管理的机会,相较于功利型产品,消费者对享乐型产品的正面口碑传播意愿更强。两个调节变量也得到验证,当消费者与他们不熟悉的对象交流时,传播享乐型产品的正面口碑的意愿比功利型产品更强,且自我监控程度高的消费者在这两种产品的口碑传播意愿上的差异表现得更为明显。本研究是用印象管理理论作为消费者特定口碑传播行为的理论解释的实证检验,结论在支持了现有研究的基础上,进一步丰富了对消费者口碑传播意愿的研究。更多还原

【Abstract】 Quite a few studies on word-of-mouth have already shown that consumers’desire to make good impressions during social interactions will influence their WOM activities.Because consumption is a way of self-presentation,customers can create certain self-image by purchasing certain products.Hedonic goods are generally entertaining and thrilling,while utilitarian goods only meet only functional needs basically,unable to provide opportunities for impression management.Based on the prier research findings,this study investigates how consumer desire to make a good impression during product-related communications influences consumer WOM behavior as well as the moderating role of closeness with communication partner.As a result,the experiment demonstrates that consumer desire to make a good impression leads the difference between word of mouth activities on hedonic/utilitarian goods.Compared to utilitarian goods,customers are more likely to share positive word of mouth of hedonic goods.The participants exhibit different WOM willingness according to consumption type,because engaging in WOM can leave negative or positive impressions,and consumers seek to make positive impressions during WOM.However,this difference in WOM activities did not occur when the experiment participants were asked to communicate with close friends,because people are less concerned about the impressions they make when interacting with close friends.The empirical result provides several academic implications for current WOM research by demonstrating the influence of consumption type as well as the impression management motivation.更多还原