Empirical And Theoretical Study Of Customer WOM Diffusing Intention In Retail

WOM can simplify the process of customer making decision and shorten latent customer making purchases decision. Moreover, it is not only advantageous to enterprise to lower new customer acquiring costs , relation costs and maintaining costs etc., but also to promote, develop and make stronger the core competition ability, make profits rising, keep on sustaining competitive advantage.However, the customer's WOM is still a double sword that can't be controlled by enterprise. In order to make use of the customer's WOM resources well and effectively, thereafter, author has discussed this thesis from six aspects on the foundation of drawing lessons from other scholars and existing fruits:Firstly, according to the related theories, author has construct two concept models that including customer perceived justice, peiveived value, satisfaction, loyalty and WOM disfussing intention. After this, author obtain a valid data (N=1018) via actual investigation, and make use of related statistic methodes to test the 17 hypothesises which being put forward in the No. 2 Chapter and test the 14 hypothesises which being put forward in the No. 3 Chapter. The related conclusion will have important reference value to instruct manager to practice, usderstant the independent variables of the customer's WOM diffusing intention and its influence difference.Secondly, author has also construct another concept model which including customer's WOM diffusing intention and the behavior intention after purchase. Alike, author obtain another valid data(N=676) by the second investigation and test the 11 hypothesises in the No. 3 Chapter. The related conclusion will have important reference value to instruct manager to practice, usderstant the dependent variables.Thirdly, author has discussed the relation of customer's WOM diffusing intention and its independent and dependent variables from the census. Just by doing so, author have verified and expanded the WOM marketing theories that had already existed.Fourth, author has simulated the CLV that included WOM referral value with Monte Carlo method. Thus, people can use a reasonable method to predict, track and supervise enterprise's customer future behavior. Fifth, author has put forward a set of methodes that integrating enterprise WOM marketing channel availably which aimed at customer shopping consumption mental state. It will be advantageous to enterprise to make use of the WOM marketing resources reasonably and maximiz enterprise's CLV, profits and brand property, and so forth.Finally, author has carried on a summary to the overall resultes and given an outlook to the future research direction.In one word, this thesis have not only exolored the relation among customer's WOM diffusing intention and its independent and dependent variables from empirical view, but also simulated the customer's WOM referral value from quantity. The resultes of this thesis have important theories and pratical significance to retail enterprise just as saving marketing costes, increasing the proportion of obtainning new customeres, reducing the rate of customer lost, and identifing the key customer in the WOM marketing channel efficiently, etc.