The Effect of Word-of-Mouth Textual Consistency on Consumers' Purchase Intention under the Favorable Condition

Abstract

Abstract: Based on cognitive evaluation theory, this paper explores the process of word-of-mouth (WOM) text consistency influencing consumers' purchase intention in a favorable WOM context. Through empirical testing of second-hand data and two experiments, this paper finds that WOM text consistency has a significant positive effect on consumers' cognitive trust and purchase intention, and the positive effect of cognitive trust on consumers' purchase intention is also significant. WOM text consistency affects consumers' purchase intention through the mediating role of cognitive trust, and this mediating process is moderated by brand strength. Cognitive trust fully mediates the relationship between WOM text consistency and consumers' purchase intentions only in the context of high brand strength. At the same time, brand strength also moderates the effect of WOM text consistency on cognitive trust and purchase intentions. The findings of this paper not only deepen the research in the field of WOM, but also provide valuable lessons for companies' WOM marketing practices.

Key words: Word-of-Mouth, Textual Consistency, Cognitive Trust, Brand Strength, Purchase Intention

摘要： 以认知评价理论为基础,本文探讨了好评情境下口碑文本一致性对消费者购买意愿的影响机制。通过二手数据的实证检验和两个实验,得出结论:口碑文本一致性对消费者的认知信任和购买意愿的正向影响显著,认知信任对消费者的购买意愿的正向影响显著。口碑文本一致性通过认知信任的中介效应对消费者购买意愿产生影响,并且该中介过程会受到品牌强度的调节作用。仅在品牌强度高的情境中,认知信任在口碑文本一致性和消费者购买意愿的关系中发挥完全中介效应。与此同时,品牌强度亦调节了口碑文本一致性对认知信任和购买意愿的影响。本文的研究结论不仅深化了口碑领域的相关研究,而且对企业的口碑营销实践工作提供了有价值的借鉴。

关键词: 口碑文本一致性, 认知信任, 品牌强度, 购买意愿

CLC Number:

LIU Dewen, GAO Weihe. The Effect of Word-of-Mouth Textual Consistency on Consumers' Purchase Intention under the Favorable Condition[J]. Collected Essays on Finance and Economics, 2023, 39(2): 91-101.

刘德文, 高维和. 好评情境下口碑文本一致性对消费者购买意愿的影响[J]. 财经论丛, 2023, 39(2): 91-101.

References

[1]Hajli N. The Impact of Positive Valence and Negative Valence on Social Commerce Purchase Intention[J]. Information Technology & People, 2019, 33(2): 774-791.
[2]黄敏学, 王艺婷, 廖俊云, 等. 评论不一致性对消费者的双面影响: 产品属性与调节定向的调节[J]. 心理学报, 2017, (3): 370-382.
[3]Park C. W., Macinnis D. J., Priester. J., et al. Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers[J]. Journal of Marketing, 2010, 74(6): 1-17.
[4]宋嘉莹, 王宁, 杨学成. “好评返现”对用户感知评论真实性及购买意愿的影响[J]. 北京邮电大学学报:社会科学版, 2017, (3): 16-26.
[5]Bone P. F. Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments[J]. Journal of Business Research, 1995, 32(3): 213-223.
[6]Chatterjee S., Heath T. B. Conflict and Loss Aversion in Multi-attribute Choice: The Effects of Trade-off Size and Reference Dependence on Decision Difficulty[J]. Organizational Behavior and Human Decision Processes, 1996, 67(2): 144-155.
[7]Zhu F., Zhang X. Impact of Online Consumer Reviews on Sales: The Moderating role of Product and Consumer Characteristics[J]. Journal of Marketing, 2010, 74(2): 133-148.
[8]Chang C. C., Chen H. Y. I Want Products My Own Way, But Which Way? The Effects of Different Product Categories and Cues on Customer Responses to Web-based Customizations[J]. Cyberpsychology & Behavior, 2009, 12(1): 7-14.
[9]Ganzach Y. Attribute Scatter and Decision Outcome: Judgment versus Choice[J]. Organizational Behavior & Human Decision Processes, 1995, 62(1): 113-122.
[10]Walther J. B., Liang Y., Ganster T., et al. Online Reviews, Helpfulness Ratings, and Consumer Attitudes: An Extension of Congruity Theory to Multiple Sources in Web 2.0[J]. Journal of Computer-Mediated Communication, 2012, 18(1): 97-112.
[11]Shen X. L., Li Y. J., Sun Y., et al. Channel Integration Quality, Perceived Fluency and Omnichannel Service Usage: The Moderating Roles of Internal and External Usage Experience[J]. Decision Support Systems, 2018, 109(5): 61-73.
[12]Xu Y., Zhang Z., Nicolau J. L., et al. How Do Hotel Managers React to Rating Fluctuation?[J]. International Journal of Hospitality Management, 2020, 89(1): 102563.
[13]Reich T., Tormala Z. L. When Contradictions Foster Persuasion: An Attributional Perspective[J]. Journal of Experimental Social Psychology, 2013, 49(3): 426-439.
[14]Folkman S., Lazarus R. S., Dunkel-Schetter C., et al. Dynamics of a Stressful Encounter: Cognitive Appraisal, Coping, and Encounter Outcomes[J]. Journal of Personality and Social Psychology, 1986, 50(5): 992-1003.
[15]Luo M. M., Chea S. Cognitive Appraisal of Incident Handling, Affects, and Post-Adoption Behaviors: A Test of Affective Events Theory[J]. International Journal of Information Management, 2018, 40(6): 120-131.
[16]Morgan R. M., Hunt S. D. The Commitment-trust Theory of Relationship Marketing[J]. Journal of Marketing, 1994, 58(3): 20-38.
[17]Ozdemir S., Zhang S., Gupta S., et al. The Effects of Trust and Peer Influence on Corporate Brand-consumer Relationships and Consumer Loyalty[J]. Journal of Business Research, 2020, 117(9): 1539-1553.
[18]Sun Y., Shen X. L., Nan W. Understanding the Role of Consistency during Web-mobile Service Transition: Dimensions and Boundary Conditions[J]. International Journal of Information Management, 2014, 34(4): 465-473.
[19]Wimmer H., Yoon V. Y. Counterfeit Product Detection: Bridging the Gap Between Design Science and Behavioral Science in Information Systems Research[J]. Decision Support Systems, 2017, 104(12): 1-12.
[20]Quaschning S., Pandelaere M., Vermeir I. When Consistency Matters: The Effect of Valence Consistency on Review Helpfulness[J]. Journal of Computer-Mediated Communication, 2015, 20(2): 136-152.
[21]Zhu Y., Akhtar S. The Mediating Effectsof Cognition-Based Trust and Affect-Based Trust in Transformational Leadership's Dual Processes: Evidence from China[J]. The International Journal of Human Resource Management, 2014, 25(20): 2755-2771.
[22]Punyatoya P. Effectsof Cognitive and Affective Trust on Online Customer Behavior[J]. Marketing Intelligence & Planning, 2019, 37(1): 80-96.
[23]汪旭晖, 王东明, 郝相涛. 线上线下价格策略对多渠道零售商品牌权益的影响——产品卷入度与品牌强度的调节作用[J]. 财经问题研究, 2017, (6): 93-100.
[24]Chen Z., Lurie N. H. Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth[J]. Journal of Marketing Research, 2013, 50(4): 463-476.
[25]张肇中. 互联网订餐平台声誉机制的消费影响及监管对策[J]. 财经论丛, 2020, (8): 103-112.
[26]慕德芳, 宋耀武, 高江峰. 无关言语对汉字短时记忆系列回忆的影响[J]. 心理学报, 2013, (6): 626-635.
[27]French A., Smith G. Measuring Brand Association Strength: A Consumer Based Brand Equity Approach[J]. European Journal of Marketing, 2013, 47(8): 1356-1367.
[28]Chen Y., Xie J. Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix[J]. Management Science, 2008, 54(3): 477-491.
[29]刘德文, 姚山季. 调节聚焦对老字号品牌激活策略效果的影响——品牌认同的中介效应[J]. 财经论丛, 2018, (10): 86-95.
[30]Mcallister D. J. Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations[J]. Academy of Management Journal, 1995, 38(1): 24-59.
[31]Liu D., Han S., Zhang J. The Golden Mean: Research on The Mechanism of Customer Participation in Employee Service innovation[J]. Journal of Retailing and Consumer Services, 2022, 68(5): 103040.