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The 'Unique' Challenge of Promoting ...

Myaeng, Seo Young,

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The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations // Seo Young Myaeng.
作者:	Myaeng, Seo Young,
面頁冊數:	1 electronic resource (97 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-12, Section: B.
Contained By:	Dissertations Abstracts International86-12B.
標題:	Home economics. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31996555
ISBN:	9798315797272

The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations /
Myaeng, Seo Young,

The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations /Seo Young Myaeng. - 1 electronic resource (97 pages)

Source: Dissertations Abstracts International, Volume: 86-12, Section: B.

Although consumers' word-of-mouth (WOM) recommendations are considered one of the most effective forms of social influence, this dissertation demonstrates a domain where they are less influential: luxury goods. Across multiple laboratory experiments, a field experiment, and two archival datasets, WOM recommendations - whether communicated informally or left as a review - have a less positive influence on consumers' attitudes, product choice, and willingness to pay for luxury relative to non-luxury goods. I further show that the effect in part emerges because WOM recommendations can reduce feelings of uniqueness associated with the product or service, blunting these recommendations' positive influence in domains where uniqueness is valued, like luxury goods. In identifying the role of uniqueness, I further provide theory-based boundary conditions for when the positive influence of WOM recommendations is restored. Altogether, this dissertation offers a novel perspective on the impact and inferences of WOM recommendations, and it expands understanding of the factors that influence consumers' attitudes and actions toward luxury goods.

English

ISBN: 9798315797272Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Consumer behavior

The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations /
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520 $a Although consumers' word-of-mouth (WOM) recommendations are considered one of the most effective forms of social influence, this dissertation demonstrates a domain where they are less influential: luxury goods. Across multiple laboratory experiments, a field experiment, and two archival datasets, WOM recommendations - whether communicated informally or left as a review - have a less positive influence on consumers' attitudes, product choice, and willingness to pay for luxury relative to non-luxury goods. I further show that the effect in part emerges because WOM recommendations can reduce feelings of uniqueness associated with the product or service, blunting these recommendations' positive influence in domains where uniqueness is valued, like luxury goods. In identifying the role of uniqueness, I further provide theory-based boundary conditions for when the positive influence of WOM recommendations is restored. Altogether, this dissertation offers a novel perspective on the impact and inferences of WOM recommendations, and it expands understanding of the factors that influence consumers' attitudes and actions toward luxury goods.
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