2015 Fiscal Year Final Research Report
An empirical study on word-of-mouth drove by social motivations and information contents
| Project/Area Number |
25590098
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Meiji University |
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Principal Investigator |
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| Research Collaborator |
Parry Mark E. University of Missouri, Kaufman Business School, Professor
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| Project Period (FY) |
2013-04-01 – 2016-03-31
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| Keywords | マーケティング / 消費者行動 / 口コミ |
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| Outline of Final Research Achievements |
In this study, we examine the consequences of three social motivations for sharing word-of-mouth (WOM) about a new product: social bonding, social comparison, and the sharing of social norms. We hypothesize that these three motivations are positively related with the generation of both positive and negative WOM. We further hypothesize that the reflected self-image of the consumer who generates WOM will be positively related to both positive and negative WOM, as well as to social bonding, social comparison, and the sharing of social norms. We test these hypotheses with data collected from 618 Japanese mothers. With two exceptions, we find that all hypotheses are supported. The exceptions involve the social bonding variable, which is positively and significantly related with positive WOM, but is not significantly related with either negative WOM or reflected self-image.
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| Free Research Field |
マーケティング
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