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标题：Word of mouth communication and some consumption habits among Iranian consumers
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作者：Bahram Ranjbarian ; Mojtaba Barari ; Monireh Salehnia 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：26
页码：10303-10313
DOI：10.5897/AJBM10.378
语种：English
出版社：Academic Journals
摘要：Word of mouth (WOM) is becoming increasingly recognized as an important form of promotion. The present paper seeks to explore the factors that are likely to enhance chances that receivers of positive word of mouth might be influenced by such information or situations. Infact, the purpose of this research is to investigate the relationship between word of mouth communication and some consumption habit among Iranian consumers. The study examines findings gathered from 1104 questionnaires filled by students in the University of Isfahan. The sample was composed of students belonging to different Iranian ethnic groups. The findings suggest that the consumers' potential for WOM engagement which affects their perceptions or their actions depends on some consumption habits and some consumer characteristics such as culture and sex. Consumers' creative choice counter conformity, role-relaxed consumption, consumer susceptibility to interpersonal influence, attention to social comparison information and status consumption, have a relationship to the extent to which they are engaged in WOM.The findings are tentative; however, they provide a useful framework for future research into the process of WOM. The importance of WOM in marketing, particularly professional services marketing is widely accepted; however, little is known about how to enhance its occurrence. The present study provides marketing managers with a better understanding of the factors likely to relate receivers or senders of WOM. Most WOM research focuses on the sender of WOM. In contrast, this paper provides insights on related factors of WOM on the receiver, something that is currently a black box in the marketing literature.
关键词：Consumer behavior; consumer decision making; word of mouth communication; consumer need for uniqueness; role-relaxed consumption; social comparison; interpersonal influence