Research On The Impact Of Psychological Ownership On Word Of Recommendation Intention

In the field of marketing,"sense of ownership" has gradually become an important psychological factor to improve customer loyalty and customer behavior.Through a series of innovative activities,enterprises guide the transformation of consumers’ roles and become corporate value co-creators,brand marketers and brand "spokesmen".Entering the era of marketing 4.0 in 2022,enterprises deeply tap the potential marketing value of customers and make full use of the social networking platform to create a "strong relationship" model between enterprises and consumers.The core essence of the "strong relationship" model is customer commitment.Finally,the psychological factors of self-improvement personality are introduced to distinguish different types of customers,so as to carry out differentiated marketing.Therefore,this thesis takes consumers with online shopping experience as the research object,divides customer commitment into computational commitment and emotional commitment,introduces self-improvement psychological factors with personality characteristics,creatively combines psychological ownership,and deeply discusses the interaction among psychological ownership,customer commitment and word-of-mouth recommendation willingness of consumers with different self-improvement.Based on social cognition theory,social exchange theory and relationship marketing theory,this thesis explores the impact of psychological ownership on wordof-mouth recommendation intention.Firstly,it discusses the purpose and significance of the research,and uses Cite Space to sort out the research status of psychological ownership and word-of-mouth recommendation intention.Secondly,it summarizes the conceptual evolution and dimension division of psychological ownership,customer commitment,self-improvement and customer word-of-mouth recommendation intention,and puts forward the theoretical basis,assumptions and conceptual model.Finally,taking online shopping consumers as the survey object,this thesis discusses the relationship between psychological ownership,customer commitment,selfimprovement and word-of-mouth recommendation intention,with the help of mplus70 and spss24 0 process the sample data,and test the research hypothesis by hierarchical regression analysis.The conclusion shows that psychological ownership helps to improve the willingness of word-of-mouth recommendation and customer acceptance;Customer commitment helps to improve the willingness of word-of-mouth recommendation;Customer commitment has a mediating effect in the impact of psychological ownership on customer word-of-mouth recommendation intention;Compared with consumers with low self promotion needs,high self promotion consumers have stronger moderating effect on the relationship between psychological ownership and wom recommendation and customer commitment.Based on the empirical research results,this thesis puts forward the following decision-making suggestions for manufacturers to better enhance consumers’ word-of-mouth recommendation intention: pay attention to the driving effect of psychological ownership on word-of-mouth recommendation intention,actively encourage customers to deeply participate in enterprise activities,so as to stimulate consumers’ sense of identity and belonging,strengthen customers’ psychological ownership,and develop the potential marketing value of customer groups.Pay attention to the health care driving effect of computational commitment on customers’ willingness of word-ofmouth recommendation,and improve customers’ return on investment ratio.Pay attention to the incentive factors of emotional commitment to customer word-of-mouth recommendation.Pay attention to differentiated marketing.For consumer groups with different self-improvement levels,enterprises can take different incentive measures to drive their willingness of word-of-mouth recommendation.