【摘 要】
：
Previous research has shown the importance of the role of online word-of-mouth in consumerspurchase decisions; in particular,higher numbers of positive word-of-mouth can indeed stimulate sales.Many co
【机 构】
：
College of Management,Shenzhen University,Shenzhen 518060,China
【出 处】
：
华人学者营销协会,上海财经大学商学院,上海市市场学会
论文部分内容阅读
Previous research has shown the importance of the role of online word-of-mouth in consumerspurchase decisions; in particular,higher numbers of positive word-of-mouth can indeed stimulate sales.Many companies,therefore,provide various incentives to encourage consumers to post more positive reviews.However,we argue that positive word-of-mouth does not always lead to anticipated effects.For instance,when a young female reads the reviews of a dress targeting at younger age groups,a review with a picture(s)posted by a middle-aged woman in that very dress can surprisingly lead to negative impressions on the dress and,consequently,negative purchase intentions.Building on social identity theory,we argue that the extent to which consumers socially identify with the review-provider(aspirational vs.dissociative reference groups)can moderate the effects of the positive word-of-mouth.We further provide a conceptual framework to explain the underlying psychological mechanism of the negative effects of positive word-of-mouth and empirically test the moderating role of the reference groups.The results and findings support our theorization and confirm that reference groups of the review-providers have a strong impact on consumersjudgments.
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