街谈巷议:导致千禧一代和 Z 世代消费者网络口碑和渠道行为的服装相关突发事件

IF 2.7 Q2 BUSINESS Journal of Consumer Marketing Pub Date : 2024-03-01 DOI:10.1108/jcm-02-2022-5213
Amy Dorie, David Loranger
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引用次数: 0

摘要

本研究旨在调查与服装相关的关键事件的特征,这些特征促使 Z 世代和 Y 世代消费者通过特定的网络渠道分享电子口碑(eWOM)。参与者传播突发事件信息的动机是希望与亲朋好友联系(83%)、帮助他人(37%)、影响他人(48%)和表达品牌忠诚度(32%)。定量结果表明,关键事件、动机和网络口碑渠道选择之间存在重要关系。研究局限/意义本研究对服装研究人员具有理论意义,他们试图深入了解促使消费者以积极或消极的方式在特定渠道参与网络口碑的关键事件。原创性/价值据作者所知,目前的研究首次扩展了传播和动机理论,将千禧一代和 Z 世代消费者通过网络渠道传播网络口碑的关键事件与情景内在和外在动机联系起来。
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Word on the street: apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers

Purpose

The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels.

Design/methodology/approach

The current research used an exploratory mixed-methods approach.

Findings

Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice.

Research limitations/implications

This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner.

Practical implications

These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty.

Originality/value

To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
期刊最新文献
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