| With the development of e-commerce,online shopping has become an important way of life.In the Internet age,online word of mouth has the greatest impact on consumer purchasing behavior.Therefore,Internet word-of-mouth marketing has become the third strategy for product manufacturers in addition to advertising and discounts.At present,most Internet word-of-mouth(IWOM)research focuses on how IWOM affects consumers’ purchasing decisions,while few literatures study the influencing factors of IWOM generation,which is very important to merchants’ wordof-mouth marketing;at the same time,IWOM releases It belongs to personal behavior and is jointly affected by a variety of realistic factors,while the existing literature studies on the influencing factors of IWOM generation are mostly limited to discussing the net effect of a single influencing factor on IWOM generation.Slightly insufficient.In view of this,we will use qualitative comparative analysis method to study IWOM generation based on a holistic perspective.Taking 120 e-books on Amazon’s ecommerce platform as an example,this paper attempts to explore the overall impact of the product information-consumer characteristics-situational factors of 120 e-books on the generation of IWOM,and analyzes the antecedents of high IWOM generation.Conditional configuration,to clarify the path of high online word-of-mouth generation,to enrich the research and practical inspiration in the field of word-of-mouth generation.First,this paper systematically sorts out the influencing factors of IWOM generation,and extracts five antecedent conditions from the three levels of IWOM generation,forming the research framework of this paper.Secondly,comprehensively use the questionnaire survey method and web crawler to capture the data,and use the90%,50%,and 10% quantiles of the data as three thresholds for calibration work.Finally,input the calibrated data into fs QCA2.0 software,use the fuzzy set qualitative comparative analysis method(fs QCA)to analyze the antecedent configuration of online product word-of-mouth generation,explore the configuration of high online word-of-mouth generation through different paths,and analyze the Reveal the complexity and asymmetric causality of IWOM generation;at the same time,based on typical cases in high IWOM generation configuration,a case analysis based on word frequency and word cloud analysis is carried out to make the configuration easier to understand and accept.Specifically,the following conclusions are drawn: First,the generation of IWOM is not a result driven by a single level or a single variable,but is obtained by the overall effect of multiple antecedent variables and mutual influence.This paper extracts five antecedent conditions from three dimensions to jointly affect the generation of IWOM,and product information,consumer characteristics and contextual factors have interactive and substitutional roles in explaining the generation of IWOM.Second,there is an asymmetric causal relationship between high IWOM generation and nonhigh IWOM generation configurations.There are two types of configurations generated by high IWOM,which can be divided into popular masterpieces and hot discussion hedonics.There are three types of non-high IWOM generation configurations,which can be divided into niche function defect type,enclosure self-use type,and dispute tool type.The configuration of high IWOM generation and the configuration of non-high IWOM generation have an asymmetric causal relationship,which further proves the complex causality of IWOM generation.At the same time,it supplements the motivation theory of IWOM generation.A combination of multiple motives.Finally,it provides an overall explanatory perspective for contradictory conclusions.Based on different configurations,the effects of the same antecedent condition and the combination of different antecedent conditions on IWOM generation may be quite different,which provides an overall perspective for explaining the contradictory conclusions of existing research. |
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