How eWord of Mouth valences affect price perceptions

Author:

Liang Wai Ki1,Corkindale David2

Affiliation:

1. Division of Business and Management, Beijing Normal University-Hong Kong Baptist University United International College, China

2. Ehrenberg-Bass Institute for Marketing Science, University of South Australia Business School, Australia

Abstract

The influence of electronic Word of Mouth (eWOM) on consumers’ perceptions of price, allowing for consumers having different price acceptability levels, was examined through nine online experiments. Three valences of eWOM were systematically examined: positive, negative, and inconsistent, that is, both positive and negative present in the word-of-mouth communication. When contemplating making a purchase of an item, consumers have ranges of prices that would be acceptable. It was found that eWOM was more influential on consumers’ price perceptions than the advertised price for all price acceptability levels. However, the price perception of an item was found to be less acceptable when eWOM was inconsistent compared to when eWOM was absent or was positive. Inconsistent eWOM had a negative effect on price perceptions but not as great as that when negative eWOM was present and this was consistently found to apply for all price acceptability levels. The market context for the experiments was that of a tourism service, a Group Package Tour in Japan. We present the study’s implications for practitioners in this type of market, as well as the contribution to the research literature on word-of-mouth influence on consumer response to prices.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Cited by 10 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