지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제24권 제2호
- 발행연도
- 2014.1
- 수록면
- 223 - 240 (18page)
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In this study, we investigate how consumers’ motivation to spread messages via word-ofmouth(WOM) influences the content of the WOM messages. We classify consumers’motivation into two categories: hedonic and utilitarian motivation. Then we analyzehow each motivation affects the valence of the message (e.g., positive vs. negative)and the attributes that the consumers mention (e.g., hedonic vs. utilitarian). Using ascenario-based experiment, we found that the content of the messages was stronglyrelated to the motivation of the consumers. Consumers who are hedonically motivatedtend to mention hedonic attributes more, and consumers who are utilitarian-motivated arelikely to mention utilitarian attributes more. The valence of the message, however, is notaffected by consumers’ motivation.
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참고문헌 (52)
참고문헌 신청
Maheswaran, D. M. / 1992 / Brand name as a heuristic cue : The effects of task importance and expectancy confirmation on consumer judgments / Journal of Consumer Psychology 1:317~336
Maheswaran, D. / 1990 / The Influence of Message Framing and Issue Involvement / Journal of Marketing Research 27(3):361~367
Marks, L. / 1981 / Toward a cognitive structure conceptualization of product familiarity / Advances in Consumer Research 8(1):145~150
Park, C. W. / 1981 / Familiarity and its impact on consumer decision biases and heuristics / Journal of Consumer Research 8:223~230
Pham, M. / 1998 / Representativeness, relevance, and the use of feelings in decision making / Journal of Consumer Research 25(2):144~159
Maheswaran, D. / 1990 / The Influence of Message Framing and Issue Involvement / Journal of Marketing Research 27(3):361~367
Marks, L. / 1981 / Toward a cognitive structure conceptualization of product familiarity / Advances in Consumer Research 8(1):145~150
Park, C. W. / 1981 / Familiarity and its impact on consumer decision biases and heuristics / Journal of Consumer Research 8:223~230
Pham, M. / 1998 / Representativeness, relevance, and the use of feelings in decision making / Journal of Consumer Research 25(2):144~159
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