Research On The Spreading Intention Of Positive Traditional Word Of Mouth And Electronic Word Of Mouth Based On Motivation Theory

Marketing with Word of mouth has always been one of the best important research subjects in marketing.In the 1950-1960 s,the scholars in marketing began to pay attention to the influence of word of mouth on consumers and began to study the characteristics of consumers' WOM.The spread of WOM in the traditional environment means that consumers exchange the information about the characteristics of products or services,experience of using,and other information by face-to-face.Because WOM spread among acquaintances,it often has excellent credibility and communication effects.With the popularization of the Internet,the Internet has become a new medium for the communication of WOM.As a result,the E-WOM has appeared.Due to the characteristic of the network media,the Internet E-WOM has some obvious new features,mainly manifested as anonymity,physicality,large scale and large quantity,and beyond the limit of time and space.In the past,research on communication of WOM at home and abroad focused on the single traditional environment or network environment.However,there is no further discussion on whether there are differences in the factors that affect the intention of PWOM spread in the two different environments.The theories of motivation hold that motivation is an internal force to motivate and maintain individual behaviors and to lead behaviors to a certain goal.As a consumer behavior,the communication of WOM is no doubt motivated by motivation.The exchange theory holds that all human behavior is governed by certain exchange activities that can bring rewards.Therefore,all human social activities can be attributed to exchanges,and social relations formed by people in social is also an exchange relationship.Therefore,this paper combines motivation theory and exchange theory to select six factors that may affect the intention of WOM spread,that is,involvement,self promotion,self-improvement four motivations for helping for the company,as well as perceived risk and perceived benefits in decision-making.Based on combing and summarizing relevant literatures at home and abroad,the paper compares the PWOM spread between traditional and network environments.By constructing the influencing factor model of word-of-mouth communication intention and adopting the questionnaire survey method,this paper compares the differences factors that affects the consumer's intention of WOM spread in this two different environments.The main conclusions are as follows:First of all,in the traditional environment,the self-enhancement motives of consumer is similar to the company's perception of risk or benefits,but their perception of risk is slightly sensitive than that of interest;altruistic motives have the largest impact on intention of traditional WOM spread.The perception of interest is more sensitive than the perception of risk.Second,in the network environment,the motivation of involving in products,altruism motivation of consumers have more sensitive perception of risk than perception of interest;self-enhancement motivation has a less sensitive perception to risk than benefit;the motivation of helping company has a greatest influence on the intention of EWOM spread.It is not related to perceived risk and is only significantly related to perceived benefits.Finally,perceived risk and perceived benefits,whether in the traditional or network environment,have a balanced impact.At the same time,perceived benefits affect the intention of WOM spread positively,and perceived risks affect the intention of WOM spread negatively.At the end,according to the conclusions of this paper,propose corresponding suggestions for management.: 1.Paying attention to the media,we must attach importance to online WOM and traditional WOM;2.Quality is the basis for success;3.Get praise by timely and appropriate promotions.4.Increase the added value of WOM and make consumers to actively spread PWOM.