Research On The Re-Word-of-Mouth Triggers And Its Motives

With the development of Internet and serious competition in the consumption market, online companies tend to pay more attention to their Word-of-Mouth(WOM) marketing in their online community.However,research on the theories and practice indicate again and again that it is useless and expensive for the online companies to generate WOM in the online community.Therefore,our research converts to another way of thinking,trying to study another way of doing WOM marketing,which is to generate Re-WOM,hoping to enhance other consumers' purchase intention with this more obvious,clear and detailed WOM.This research puts forward another kind of WOM participants,who are initial WOM senders.The influence of feedback from WOM receivers on the Re-WOM behavior of initial WOM senders and the motives between them are studied in this research.In this way,two questions which draw most attentions in the Re-WOM research,which are what generate the Re-WOM in the online community and what are the impacts of the motives,are perfectly answered.At last,conclusion is drawn that feedback from receivers will generate the Re-WOM in the online community,which is based on some motive among the self-enhancement,self-confirmation and obligation perception motives.Furthermore,the influence of feedback from receivers on Re-WOM of initial WOM senders in the online community is both true under both positive and negative initial WOM.Based on the literature review and focus group interview,a multi-dimensional scale of motives for Re-WOM is developed according to the traditional research on SERVQUAL in service.After the pretest for this study,a good multi-dimensional scale of motives for Re-WOM with high reliability and validity is obtained.Furthermore,through three quasi-experiments,three propositions and ten hypotheses are analyzed.Besides that two of the ten hypotheses are rejected,other eight hypotheses and all the propositions are supported by the data analysis.As far as the two rejected hypotheses,it is the amphibious motives of WOM senders that lead to the rejection.Therefore,another perspective of WOM marketing is to help consumers realize their motives to send WOM and Re-WOM.In this way,online companies can generate and control Internet WOM effectively.