管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (5): 137-150.

• 市场营销 • 上一篇    

口碑“种草”到实际消费的影响路径与关键因素——基于建构型扎根理论的质性研究

李研1, 武瑞娟2, 刘建新3   

  1. 1. 首都经济贸易大学工商管理学院, 北京 100070;
    2. 天津理工大学管理学院, 天津 300384;
    3. 西南大学经济管理学院, 重庆 400715
  • 收稿日期:2021-09-27 发布日期:2024-06-06
  • 通讯作者: 李研（通讯作者），首都经济贸易大学工商管理学院副教授，博士生导师，博士。
  • 作者简介:武瑞娟，天津理工大学管理学院教授，硕士生导师，博士；刘建新，西南大学经济管理学院副教授，硕士生导师，博士。
  • 基金资助:
    国家自然科学基金面上项目(72172096)；重庆市自然科学基金面上项目(cstc2021jcyj-msxmX1067)；西南大学中央高校专项资金重点项目(SWU2109208)。

The Paths from Word-of-Mouth “Breeding” to Actual Consumption and the Underlying Key Factors -A Qualitative Study Based on Constructivist Grounded Theory

Li Yan1, Wu Ruijuan2, Liu Jianxin3   

  1. 1. College of Business Administration, Capital University of Economics and Business, Beijing 100070;
    2. School of Management, Tianjin University of Technology, Tianjin 300384;
    3. School of Economics and Management, Southwest University, Chongqing 400715
  • Received:2021-09-27 Published:2024-06-06

PDF (PC)

166

摘要： 近年来，新兴词汇“种草”在网络上被消费者广泛使用。基于建构型扎根理论，本研究构建了口碑“种草”到实际消费的影响路径与关键因素的理论模型。根据该理论模型，影响口碑“种草”的重要因素包括口碑的信息源特征、信息特征、产品特征和受众特征;口碑会通过信息性影响、规范性影响和价值表达性影响引发“种草”;口碑“种草”会具体表现为猎奇心理、消费期待、消费意愿和消费计划;从口碑“种草”到实际消费之间存在时间差，时间差可能由不同原因导致，并且引发消费者的应对行为;口碑“种草”后，消费者既可能产生实际消费，也可能放弃消费。这些研究发现不仅对口碑推荐、人际影响等方面的理论做出贡献，并且对企业深入了解网络时代的口碑效应、消费者了解自身行为决策具有较强的实践应用价值。

关键词: 口碑, “种草”, 人际影响, 扎根理论, 质性研究

Abstract: In recent years, an emerging word “breeding” has been widely used among Chinese consumers on the Internet. Building on constructivist grounded theory, this study develops a theoretical model revealing the paths from word-of-mouth “breeding” to actual con-sumption and the underlying key factors. First, the theoretical model identifies four key factors affecting word-of-mouth “breeding”:in-formation source characteristics, message characteristics, product characteristics and audience characteristics. Second, word-of-mouth recommendation may lead to “breeding” through informational influence, normative influence or value expression influence. Third, word-of-mouth “breeding” can be specifically demonstrated through consumers' curiosity, consumption expectation, purchase intention, and plan of consumption. In particular, there is a time difference between word-of-mouth “breeding” and actual consumption. The time difference may be caused by various reasons and lead to consumers' coping behaviors. After word-of-mouth “breeding”, consumers may either actually consume or give up consumption. The findings of this research not only contribute to the theory of word-of-mouth recom-mendation and interpersonal influence, but also have important practical implications for marketers to understand the effects of word-of-mouth in the era of digital media, and help consumers understand their own consumption decision-making process and behaviors.

Key words: word-of-mouth, “breeding”, interpersonal influence, grounded theory, qualitative research