Тип продукта и сарафанное радио: двойная перспектива
Фан Ч., Лин Т., Ли Ф.

Введение;
Теоретическая основа исследования;
Тип продукта, воспринимаемый риск и влияние сарафанного радио;
Запрос информации, передаваемой посредством сарафанного радио;
Распространение сарафанного радио;
Методология исследования;
Продукты-стимулы;
Шкалы измерения;
Сбор данных;
Результаты;
Обсуждение и выводы;
Ограничения и будущие направления исследования;

Ключевые слова: поведение потребителя, товары народного потребления, маркетинг услуг, сарафанное радио, тип продукта, слухи, воспринимаемый риск, отзывы

Аннотация

Цель настоящей статьи состоит в том, чтобы предложить процедурную модель, позволяющую исследовать воздействие типа продукта на коммуникативные эффекты сарафанного радио и на широту распространения информации об определенном типе продукта через сарафанное радио. Поскольку поведение потребителей отличается в зависимости от типа продукта, результаты этого исследования помогут компаниям, которые стремятся развивать свои стратегии продвижения и управлять ими.

Журнал: «Реклама. Теория и практика» — №2, 2013 (© Издательский дом Гребенников)
Объем в страницах: 14
Кол-во знаков: около 31,512

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Фан Ченг-Хси

Факультет маркетинга и управления дистрибуцией, Университет Чин Юн.

Жонгли Сити, Тайвань

Лин Том М.У.

Факультет менеджмента, Национальный Тайваньский университет науки и техники.

Тайбэй, Тайвань

Ли Фани

Факультет менеджмента, Национальный Тайваньский университет науки и техники.

Тайбэй, Тайвань