Abstrakt
Unrestricted access to the Internet, mobile devices, social applications and offering shopping comment options via online stores and platforms, encourages customers to generate online reviews about brands. That is why it became important to learn about the factors that motivate customers to create electronic word of mouth (eWOM). The survey aimed to check if there are links between perceived brand value, perceived risk, brand trust and consumers' willingness to express opinions online about products bought online. Structural equation modelling (SEM) was applied to analyse the data from the study (340 respondents). Five of the six hypotheses were confirmed. The direct impact of perceived brand value on generating eWOM has not been established. Perceived product value has a more significant effect on brand trust than perceived risk. The adverse effect of perceived risk on the perceived brand value by consumers was also confirmed. It also turned out that trust in the brand has a more significant effect on the significance of eWOM than the perceived risk.
Autor (1)
Cytuj jako
Pełna treść
- Wersja publikacji
- Accepted albo Published Version
- Licencja
- Copyright (2018 Instytut Badań Rynku, Konsumpcji i Koniunktur)
Słowa kluczowe
Informacje szczegółowe
- Kategoria:
- Publikacja w czasopiśmie
- Typ:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Opublikowano w:
-
Handel Wewnętrzny
strony 95 - 109,
ISSN: 0438-5403 - Język:
- angielski
- Rok wydania:
- 2018
- Opis bibliograficzny:
- Brzozowska-Woś M.: The effects of perceived risk, brand value, and brand trust on eWOM// Handel Wewnętrzny. -., iss. 6 (377) (2018), s.95-109
- Bibliografia: test
-
- Agarwal S., Teas R.K. (2001), Perceived value: mediating role of perceived risk, "Journal of Marketing Theory and Practice", No. 9(4). otwiera się w nowej karcie
- Alamsyah D.P., Syarifuddin D. (2018), Store Image: Mediator of Social Responsibility and Customer Perceived Value to Customer Trust for Organic Products, "IOP Conference Series: Materials Sci- ence and Engineering", No. 288(1), IOP Publishing. otwiera się w nowej karcie
- Algesheimer R., Dholakia U.M., Herrmann A. (2005), The social influence of brand community: Evidence from European car clubs, "Journal of Marketing", No. 69(3). otwiera się w nowej karcie
- Bagozzi R.P., Yi Y. (1988), On the evaluation of structural equation models, "Journal of the Academy of Marketing Science", No. 16(1). otwiera się w nowej karcie
- Bao Y., Zhou K.Z., Su C. (2003), Face consciousness and risk aversion: do they affect consumer decision-making?, "Psychology & Marketing", No. 20(8). otwiera się w nowej karcie
- Bauer R.A. (1960), Consumer behavior as risk taking, (in:) Proceedings of the 43rd National Confer- ence of the American Marketing Association, June 15, 16, 17, American Marketing Association, Chicago, Illinois.
- Bauer R.A. (1964), The obstinate audience: The influence process from the point of view of social communication, "American Psychologist", No. 19(5). otwiera się w nowej karcie
- Bishop W., Jr. (1984), Competitive Intelligence, "Progressive Grocer", No. 63. Brzozowska-Woś M. (2010), Wybrane czynniki wpływające na rynkowe zachowania konsumentów, (w:) Brzozowska-Woś M. (red.), Marketing. Ujęcie relacyjne, Politechnika Gdańska, Gdańsk. Brzozowska-Woś M., Schivinski B. (2017), Zaufanie do marek jako mediator pomiędzy postrzega- nym ryzykiem i skłonnością do elektronicznego word-of-mouth, "Handel Wewnętrzny", nr 5(370).
- Chaudhuri A. (1997), Consumption emotion and perceived risk: A macro-analytic approach, "Journal of Business Research", No. 39(2). otwiera się w nowej karcie
- Chaudhuri A., Holbrook M.B. (2001), The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, "Journal of Marketing", No. 65(2). otwiera się w nowej karcie
- Chen R., He F. (2003), Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer, "Total Quality Management & Business Excellence", No. 14(6). otwiera się w nowej karcie
- Chen Y.S., Chang C.H. (2012), Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust, "Management Decision", No. 50(3). otwiera się w nowej karcie
- Chen Z., Dubinsky A.J. (2003), A conceptual model of perceived customer value in e-commerce: A preliminary investigation, "Psychology & Marketing", No. 20(4). otwiera się w nowej karcie
- Cheong H.J., Morrison M.A. (2008), Consumers' reliance on product information and recommenda- tions found in UGC, "Journal of Interactive Advertising", No. 8(2). otwiera się w nowej karcie
- Cheung, C., Thadani, D. (2012), The impact of electronic word-of-mouth communication: A literature analysis and integrative model, "Decision Support Systems", 54(1). otwiera się w nowej karcie
- Chih W.H., Liou D.K., Hsu L.C. (2015), From positive and negative cognition perspectives to explore e-shoppers' real purchase behavior: an application of tricomponent attitude model, "Information Systems and e-Business Management", No. 13(3). otwiera się w nowej karcie
- Chinomona R., Okoumba L., Pooe D. (2013), The Impact of Product Quality on Perceived Value, Trust and Students' Intention to Purchase Electronic Gadgets, "Mediterranean Journal of Social Sciences", No. 4(14). otwiera się w nowej karcie
- Cho J. (2004), Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables, "Information & Management", No. 41(7). otwiera się w nowej karcie
- Chu S.C., Kim Y. (2011), Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites, "International Journal of Advertising", No. 30(1). otwiera się w nowej karcie
- Cronin J.J., Brady M.K., Hult G.T.M. (2000), Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments, "Journal of Retailing", No. 76(2). otwiera się w nowej karcie
- Cronin J.J., Brady M.K., Brand R.R., Hightower R., Shemwell D. (1997), A cross-sectional test of the effect and conceptualization of service value, "The Journal of Service Marketing", No. 11(6). otwiera się w nowej karcie
- D'Alessandro S., Girardi A., Tiangsoongnern L. (2012), Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry, "Asia Pacific Journal of Marketing and Logistics", No. 24(3).
- De Matos C.A., Rossi C.A.V. (2008), Word-of-mouth communications in marketing: a meta-analyt- ic review of the antecedents and moderators, "Journal of the Academy of Marketing Science", No. 36(4).
- Delgado-Ballester E., Munuera-Aleman J.L., Yague-Guillen M.J. (2003), Development and valida- tion of a brand trust scale, "International Journal of Market Research", No. 45(1).
- Featherman M.S., Pavlou P.A. (2003), Predicting e-services adoption: a perceived risk facets per- spective, "International Journal of Human-Computer Studies", No. 59(4). otwiera się w nowej karcie
- Flavián C., Guinalíu M., Gurrea R. (2006), The influence of familiarity and usability on loyalty to online journalistic services: The role of user experience, "Journal of Retailing and Consumer Services", No. 13(5). otwiera się w nowej karcie
- Fornell C., Larcker D.F. (1981), Evaluating structural equation models with unobservable variables and measurement error, "Journal of Marketing Research", No. 18(1). otwiera się w nowej karcie
- Fu J.R., Ju P.H., Hsu C.W. (2015), Understanding why consumers engage in electronic word-of- mouth communication: Perspectives from theory of planned behavior and justice theory, "Electronic Commerce Research and Applications", No. 14(6). otwiera się w nowej karcie
- Gremler D.D., Gwinner K.P., Brown S.W. (2001), Generating positive word-of-mouth communi- cation through customer-employee relationships, "International Journal of Service Industry Management", No. 12(1). otwiera się w nowej karcie
- Grewal D., Iyer G.R., Gotlieb J., Levy M. (2007), Developing a deeper understanding of post-pur- chase perceived risk and behavioral intentions in a service setting, "Journal of the Academy of Marketing Science", No. 35(2). otwiera się w nowej karcie
- Hair Jr. J.F., Black W.C., Babin B.J., Anderson R.E. (2014), Multivariate data analysis (Seventh Ed), Pearson Education Limited, Harlow.
- Harris L.C., Goode M.M. (2004), The four levels of loyalty and the pivotal role of trust: a study of online service dynamics, "Journal of Retailing", No. 80(2). otwiera się w nowej karcie
- Harrison-Walker L.J. (2001), The measurement of word-of-mouth communication and an investiga- tion of service quality and customer commitment as potential antecedents, "Journal of Service Research", No. 4(1). otwiera się w nowej karcie
- Hennig-Thurau T., Gwinne K.P., Walsh G., Gremler D.D. (2004), Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Inter- net?, "Journal of Interactive Marketing", No. 18(1). otwiera się w nowej karcie
- Hsin Chang H., Wen Chen S. (2008), The impact of online store environment cues on purchase inten- tion: Trust and perceived risk as a mediator, "Online Information Review", No. 32(6).
- Jacoby J., Kaplan L.B. (1972), The Components of Perceived Risk, (w:) Venkatesan M., SV -Pro- ceedings of the Third Annual Conference of the Association for Consumer Research, red., IL: Association for Consumer Research, Chicago, http://www.acrwebsite.org/volumes/12016/volumes/sv02/SV-02 [dostęp: 02.11.2017].
- Keeney R.L. (1999), The value of internet commerce to the customer, "Management Science", No. 45(4). otwiera się w nowej karcie
- Keh H.T., Sun J. (2008), The complexities of perceived risk in cross-cultural services marketing, "Journal of International Marketing", No. 16(1). otwiera się w nowej karcie
- Kim T.T., Kim W.G., Kim H.B. (2009), The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels, "Tourism Management", No. 30(1). otwiera się w nowej karcie
- Kwun J.W., Oh H. (2004), Effects of brand, price, and risk on customers' value perceptions and behavioral intentions in the restaurant industry, "Journal of Hospitality & Leisure Marketing", No. 11(1). otwiera się w nowej karcie
- Lee M.K., Turban E. (2001), A trust model for consumer internet shopping, "International Journal of Electronic Commerce", No. 6(1). otwiera się w nowej karcie
- Lin T.M., Fang C.H. (2006), The effects of perceived risk on the word-of-mouth communication dyad, "Social Behavior and Personality", No. 34(10). otwiera się w nowej karcie
- Ling K.C., Chai L.T., Piew T.H. (2010), The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention, "International Business Research", No. 3(3). otwiera się w nowej karcie
- Martins C., Oliveira T., Popovič A. (2014), Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application, "International Journal of Information Management", No. 34(1). otwiera się w nowej karcie
- Monroe K.B., Krishnan R. (1985), The Effect of Price on Subjective Product Evaluations, (in:) Jacoby J., Olsen J. (Eds.), Perceived Quality, Lexington Books, Lexington MA.
- Morgan R.M., Hunt S.D. (1994), The commitment-trust theory of relationship marketing, "The Jour- nal of Marketing", No. 58(3). otwiera się w nowej karcie
- Nusair K., Parsa H.G., Cobanoglu C. (2011), Building a model of commitment for Generation Y: an empir- ical study on e-travel retailers, "Tourism Management", No. 32. otwiera się w nowej karcie
- Oh H. (1999), Service quality, customer satisfaction, and customer value: A holistic perspective, "International Journal of Hospitality Management", No. 18(1). otwiera się w nowej karcie
- Olaru D., Purchase S., Peterson N. (2008), From customer value to repurchase intentions and recom- mendations, "Journal of Business & Industrial Marketing", No. 23(8). otwiera się w nowej karcie
- Olivero N., Lunt P. (2004), Privacy versus willingness to disclose in e-commerce exchanges: The effect of risk awareness on the relative role of trust and control, "Journal of Economic Psychology", No. 25(2). otwiera się w nowej karcie
- Pihlström M., Brush G.J. (2008), Comparing the perceived value of information and entertainment mobile services, "Psychology & Marketing", No. 25(8). otwiera się w nowej karcie
- Ranaweera C., Prabhu J. (2003), On the relative importance of customer satisfaction and trust as de- terminants of customer retention and positive word of mouth, "Journal of Targeting, Measurement and Analysis for Marketing", No. 12(1). otwiera się w nowej karcie
- Sahin Dölarslan E. (2014), Assessing the effects of satisfaction and value on customer loyalty be- haviors in service environments: High-speed railway in Turkey as a case study, "Management Research Review", No. 37(8). otwiera się w nowej karcie
- Sánchez-García I., Currás-Pérez R. (2011), Effects of dissatisfaction in tourist services: The role of anger and regret, "Tourism Management", No. 32(6). otwiera się w nowej karcie
- Sandu M.C. (2015), Reputation-An Important Element for Automotive Industry Profit?. "Procedia Economics and Finance", No. 32. otwiera się w nowej karcie
- Schivinski B., Brzozowska-Woś M. (2015), Badanie aktywności online polskich konsumentów doty- czącej marek, "e-mentor", nr 2(59). otwiera się w nowej karcie
- Settle R.B., Alreck P. (1989), Reducing buyers' sense of risk, "Marketing Communications", No. 14(1).
- Sheth J.N., Newman B.I., Gross B.L. (1991), Consumption values and market choice, South Western Publishing, Ohio. otwiera się w nowej karcie
- Sichtmann C. (2007), An analysis of antecedents and consequences of trust in a corporate brand, "European Journal of Marketing", No. 41(9/10). otwiera się w nowej karcie
- Singh J., Sirdeshmukh D. (2000), Agency and trust mechanisms in consumer satisfaction and loyalty judgments, "Journal of the Academy of Marketing Science", No. 28(1). otwiera się w nowej karcie
- Slater S.F., Narver J.C. (2000), Intelligence generation and superior customer value, "Journal of the academy of marketing science", No. 28(1). otwiera się w nowej karcie
- Steenkamp J.B.E. (1990), Conceptual model of the quality perception process, "Journal of Business Research", No. 21(4). otwiera się w nowej karcie
- Stojanovic I., Andreu L., Curras-Perez R. (2018), Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination, "European Journal of Management and Business Economics", No. 27(1). otwiera się w nowej karcie
- Stone R.N., Grønhaug K. (1993), Perceived risk: Further considerations for the marketing discipline, "European Journal of Marketing", No. 27(3). otwiera się w nowej karcie
- Sun L.B., Qu H. (2011), Is there any gender effect on the relationship between service quality and word-of-mouth?, "Journal of Travel & Tourism Marketing", No. 28(2). otwiera się w nowej karcie
- Swanson S.R., Hsu M.K. (2009), Critical incidents in tourism: Failure, recovery, customer switching, and word-of-mouth behaviors, "Journal of Travel & Tourism Marketing", No. 26(2). otwiera się w nowej karcie
- Sweeney J.C., Soutar G.N. (2001), Consumer perceived value: The development of a multiple item scale, "Journal of Retailing", No. 77(2). otwiera się w nowej karcie
- Sweeney J.C., Soutar G.N., Johnson L.W. (1999), The role of perceived risk in the quality-value relation- ship: a study in a retail environment, "Journal of Retailing", No. 75(1). otwiera się w nowej karcie
- Ulaga W., Chacour S. (2001), Measuring customer perceived value in business markets, "Industrial Marketing Management", No. 30. otwiera się w nowej karcie
- Wang Y., Lo H.P., Yang Y. (2004), An integrated framework for service quality, customer value, sat- isfaction: Evidence from China's telecommunication industry, "Information Systems Frontiers", No. 6(4). otwiera się w nowej karcie
- Wangenheim F.V., Bayón T. (2007), The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition, "Journal of the Academy of Marketing Science", No. 35(2). otwiera się w nowej karcie
- Zauner A., Koller M., Hatak I. (2015), Customer perceived value-Conceptualization and avenues for future research, "Cogent Psychology", No. 2(1). otwiera się w nowej karcie
- Zeithaml V.A. (1988), Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence, "Journal of Marketing", No. 52(3). otwiera się w nowej karcie
- Zeithaml V.A., Berry L.L., Parasuraman A. (1996), The behavioural consequences of service quality, "Journal of Marketing", No. 60(2). otwiera się w nowej karcie
- Zhang J., Bloemer J.M. (2008). The impact of value congruence on consumer-service brand relation- ships. "Journal of Service Research", No. 11(2).
- структурных уравнений (англ. SEM). Подтвердили пять из шести выдвинутых гипотез. Не подтвердили прямого влияния воспринимаемой ценности брен- да на генерирование eWOM. Воспринимаемая ценность продукта оказывает большее влияние на доверие к бренду, нежели ощущаемый риск. Подтвердили тоже отрицательное влияние ощущаемого риска на ценность бренда, воспри- нимаемую потребителями. Оказалось тоже, что доверие к бренду оказывает большее влияние на склонность к э-сарафанному радио, чем ощущаемый риск. Ключевые слова: воспринимаемая ценность бренда, ощущаемый риск, до- верие к бренду, электронный маркетинг «из уст в уста», э-сарафанное радио (англ. eWOM). otwiera się w nowej karcie
- Коды JEL: M310, M370 otwiera się w nowej karcie
- Artykuł zaakceptowano do druku w październiku 2018 roku Afiliacja: dr inż. Magdalena Brzozowska-Woś otwiera się w nowej karcie
- Weryfikacja:
- Politechnika Gdańska
wyświetlono 545 razy