受众心理落差与口碑传播对广告策略的影响 本期目录 >>
Title: Influence of Disconfirmation and Word-of-mouth on Advertising Strategy
作者 戴悦;何超
Author(s): Dai Yue; He Chao
摘要: 在口碑传播受到顾客心理落差因素的影响下,研究厂商的最优定价与营销决策,我们构建了口碑传播的两阶段模型,分析了顾客质量预期可以被厂商通过广告直接控制、或者通过口碑传播间接影响的情况下,心理落差因素与广告成本对公司最优广告强度策略、定价策略以及利润的影响。运用逆向归纳法得到了厂商最优广告投放强度与定价策略的精确解。研究表明心理落差敏感类型顾客所占比例和敏感程度都对公司最优决策及利润有着重要影响,并通过算例进一步验证了结论的可靠性。
Abstract: As an important method to propagating and distributing product information, word-of-mouth significantly influences consumers’ purchase decisions and has attracted tremendous research interests from academia. Since the 1960s, researchers have gradually reached some agreement on the motivations and effect factors of word-of-mouth and related empirical studies have achieved rich results as well. However, relatively few researchers have studied this topic by developing analytical models. And consumers’ prior expectation on product quality is usually assumed given in these literatures. Very few papers assume it as the firm’s controllable variables or consider the influence of discrepancy between prior expectation and actual performance on word-of-mouth. Based on the previous studies, this paper converts consumers’ expected quality into products’ advertised quality, which can be directly controlled by advertising or indirectly influenced by word-of-mouth. What’s more, we take discrepancy between prior expectation and actual performance into account. The proportion of consumers who are sensitive to this discrepancy and the level of discrepancy sensitivity are introduced into our model as two significant exogenous variables. Then we build a two-stage model and obtain the optimal advertised quality and pricing strategy. Influences of ad cost and discrepancy between prior expectation and actual performance on optimal strategies and profits are also discussed. Numerical analysis is conducted to verify the accuracy of the findings. Results showed that both the proportion of consumers who are sensitive to discrepancy and the level of discrepancy sensitivity have strong influence on the firm’s optimal strategies. When the ad cost is medium, the firm will choose a low ad intensity (i.e. the advertised quality is lower than the actual quality) if the proportion of consumers who are sensitive to discrepancy is large enough; otherwise it will choose a high ad intensity (i.e. the advertised quality is smaller than the true quality). And the higher the actual quality is, the more this firm is inclined to invest in the low ad intensity if the proportion of consumers who are sensitive to discrepancy is small enough. When the ad cost medium, the low ad intensity will be the firm’s optimal strategy, and the ad intensity will increase with the level of discrepancy sensitivity. When the ad cost is not that high, the more sensitive to discrepancy the consumers are, the more this company is inclined to invest in highest ad intensity.
关键词: 口碑传播;顾客感知质量;心理落差;广告强度
Keywords: Word-of-mouth; Perceived quality; Disconfirmation; Advertising intensity
基金项目: 供应链管理决策与市场营销决策的交互与协调研究
发表期数: 2017年 第3期
中图分类号: 文献标识码: 文章编号:
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