Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth

被引：189

作者：

Eisingerich, Andreas B. ^{[1
]}

Chun, HaeEun Helen ^{[2
]}

Liu, Yeyi ^{[3
]}

Jia, He ^{[4
]}

Bell, Simon J. ^{[5
]}

机构：

[1] Univ London Imperial Coll Sci Technol & Med, Imperial Coll Business Sch, London SW7 2AZ, England

[2] Cornell Univ, Sch Hotel Adm, Ithaca, NY 14853 USA

[3] Univ Leeds, Sch Business, Leeds LS2 9JT, W Yorkshire, England

[4] Univ So Calif, Marshall Sch Business, Los Angeles, CA 90089 USA

[5] Univ Melbourne, Dept Management & Mkt, Melbourne, Vic, Australia

来源：

JOURNAL OF CONSUMER PSYCHOLOGY | 2015年 / 25卷 / 01期

关键词：

Word-of-mouth; Social media; Social risk; Self-enhancement need; RISK; CONSUMERS; AVERSION; ANXIETY;

D O I：

10.1016/j.jcps.2014.05.004

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We examine the conceptual difference between consumer electronic word-of-mouth on online social sites (sWOM) such as Facebook and traditional face-to-face word-of-mouth (WOM). We find that consumers are less willing to engage in sWOM than WOM. Such a difference in willingness to offer word-of-mouth can be explained by social risk associated with different communication modes. We show that the difference between people's desire to engage in sWOM and WOM is mediated by perceived social risk and amplified when social risk is made salient. Furthermore, we show that consumers' need to self-enhance mitigates the difference in willingness to offer sWOM versus WOM. (C) 2014 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

引用

页码：120 / 128

页数：9

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