연구성과

금주의우수논문

SSCI Article; Early Access
Direct and indirect effect of word-of-mouth with the moderation of ethnocentrism
박정근
  1. 성명박정근()
  2. 소속경영대학 경영학부
  3. 캠퍼스
  4. 우수선정주2023년 01월 4째주
Author
현효원 (Seoul); Park, Jungkun (Dept Mkt); 박정근 (Dept Mkt) corresponding author;
Corresponding Author Info
Park, J (corresponding author), Hanyang Univ, Sch Business, Dept Mkt, Seoul, South Korea.; Park, J (corresponding author), Hanyang Univ, Dept Mkt, Seoul, South Korea.
E-mail
park4@hanyang.ac.kr
Document Type
Article; Early Access
Source
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT Volume: Issue: Pages:- Published:
External Information
http://dx.doi.org/10.1108/IJRDM-01-2022-0001
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.
Web of Science Categories
Business; Management
Funding
Hanyang University; [HY-202200000001577]
Language
English
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