Direct and indirect effect of word-of-mouth with the moderation of ethnocentrism

Author:

Hyun HyowonORCID,Kim DongyoupORCID,Park JungkunORCID

Abstract

PurposeThe purpose of this study is to develop a conceptual model to examine the effect of word-of-mouth in the retailing of Chinese consumer electronics in the US. This study aims to show that word-of-mouth affects directly or indirectly consumer trust-loyalty link for Chinese consumer electronics.Design/methodology/approachA research framework was designed to test the direct and indirect relationships with structural equation modelling regarding how word-of-mouth affects consumer trust and loyalty for Chinese consumer electronics in the US consumers.FindingsThe results indicate that word-of-mouth increases consumer trust directly whereas decreases consumer trust through two types of consciousness (i.e. health and price consciousness), resulting in loyalty. The results also show that ethnocentrism moderates the effect of word-of-mouth. For those with low ethnocentrism, the effect of word-of-mouth on trust exists only in the direct route.Research limitations/implicationsThe result suggests that retail managers need to carefully consider the positive and negative influences of word-of-mouth to build consumer trust and loyalty when promoting Chinese consumer electronics. Further cross-cultural research should be explored to generalize the moderating influence of ethnocentrism on the relationship between word-of-mouth and trust-loyalty link.Originality/valueThis study contributes to a better and wider understanding of consumer loyalty regarding Chinese consumer electronics by investigating the effect of word-of-mouth and the differential mediating role of multidimensional consumer consciousness with ethnocentrism.

Publisher

Emerald

Subject

Business and International Management,Marketing

Reference115 articles.

1. The effects of perceived regulatory efficacy, ethnocentrism and food safety concern on the demand for organic food;International Journal of Consumer Studies,2021

2. Influencer fit post vs celebrity fit post: which one engages Instagram users more?;Spanish Journal of Marketing-ESIC,2021

3. Impact of service quality, trust, and customer satisfaction on customers loyalty;ABAC Journal,2009

4. The influence of eWOM. Analyzing its characteristics and consequences, and future research linesLa influencia de eWOM;Spanish Journal of Marketing-ESIC,2021

5. The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention;Journal of Business Research,2002

Cited by 2 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3