Relationships between perceived product values and three word of mouth variables
This study aims to address the challenges of anticipating and stimulating consumers' word-of-mouth (WOM) behaviour by focusing solely on the inherent relationships between perceived hedonic and utilitarian values of products on the one hand and consumers' WOM behaviour on the other
hand. Three WOM variables were identified: offering WOM, requesting WOM, and influence of WOM. A number of relationships between each of the two product values and WOM variables were tested by a bivariate correlational research design. The study found a strong positive effect from the hedonic
value of products on giving WOM, but none from the utilitarian value of products. This stark contrast is a new contribution to the WOM literature, which can be utilised by marketers to anticipate and stimulate consumers' WOM. The contradistinction between the two product values in predicting
the variables of requesting WOM and influence of WOM, however, were less pronounced than the one found in the prediction of giving WOM.
Keywords: PERCEIVED HEDONIC VALUE OF PRODUCTS; PERCEIVED UTILITARIAN VALUE OF PRODUCTS; PERFORMANCE RISK; WORD OF MOUTH
Document Type: Research Article
Publication date: 01 December 2015
- From 2022, the home of readable radical research. Focussing on the fields of marketing, branding and customer/consumer behaviour, jcb publishes poems, short stories, opinion pieces and articles with attitude.
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