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The power of social learning: How do observational and word-of-mouth learning influence online consumer decision processes?

机译:社会学习的力量:观察和口腔话语如何影响在线消费者决策过程?

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摘要

Observational learning (OL) and word-of-mouth learning (WOML), two main types of social learning, can influence online consumer decisions. The consumer decision process is not limited to consumption decisions; it may be viewed as a problem-solving process that includes three stages: search, evaluation, and purchase. To date, the effects and the mechanisms of OL and WOML on the purchase process remain unclear for both researchers and marketers. In this study, we examined the differences between the effects of OL and WOML on consumers' decisions at three online shopping stages through the theoretical route of motivation reinforcement. This approach revealed the influencing mechanisms, and we further investigated the moderating role of product involvement. We found that WOML has a greater influence on the consumer decision process than OL when consumers purchase high-involvement products, while OL has a greater influence on the consumer decision process than WOML when consumers purchase low-involvement products. Furthermore, OL will reinforce consumers' extrinsic motivations, while WOML will reinforce consumers' intrinsic motivations, which are negatively moderated by product involvement and sequentially affect the consumer decision process. This study enhances the theoretical understanding of the effects and mechanisms of social learning on the consumer decision process. Our findings provide meaningful insights for platform managers and sellers on how to effectively assist consumers from the beginning to the end of the purchase process.
机译:观察学习(OL)和口碑学习(Woml),两个主要的社会学习类型,都可以影响在线消费者决策。消费者决策过程不仅限于消费决策;它可以被视为一个解决问题的过程,包括三个阶段:搜索,评估和购买。迄今为止,对研究人员和营销人员来说,OL和WOML对购买过程的影响和机制仍不清楚。在这项研究中,我们在三个在线购物阶段审查了OL和WOML对消费者决策的影响,通过理论促进的动机增强。这种方法揭示了影响机制,我们进一步调查了产品参与的调节作用。我们发现,当消费者购买高参与产品时,Woml对消费者决策过程的影响力更大,而当消费者购买低参与产品时,OL对消费者决策过程具有更大的影响。此外,OL将加强消费者的外在动机,而Woml将加强消费者的内在动机,其因产品受累和依次影响消费者决策过程而受到负面调节。本研究提高了对消费者决策过程的社会学习效果和机制的理论认识。我们的调查结果为平台管理人员和卖家提供了有意义的见解,了解如何从购买过程开始到结束时有效地帮助消费者。

著录项

  • 来源
    《Information Processing & Management》 |2021年第5期|102632.1-102632.21|共21页
  • 作者单位

    School of Business and Management Laboratory of Applied Brain and Cognitive Sciences Shanghai International Studies University China;

    School of Business and Management Laboratory of Applied Brain and Cognitive Sciences Shanghai International Studies University China;

    School of Economics and Management Beijing University of Posts and Telecommunications China;

    School of Business and Management Laboratory of Applied Brain and Cognitive Sciences Shanghai International Studies University China;

    School of Business and Management Laboratory of Applied Brain and Cognitive Sciences Shanghai International Studies University China;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Consumer decision processes; Social learning; Observational learning; Word-of-mouth learning; Motivation Reinforcement;

    机译:消费者决策过程;社会学习;观察学习;口碑学习;动机加固;
  • 入库时间 2022-08-19 02:25:57

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