管理工程学报2017，Vol.31Issue(3)：67-83,17.DOI:10.13587/j.cnki.jieem.2017.03.009
受众心理落差与口碑传播对广告策略的影响
Influence of disconfirmation and word-of-mouth on advertising strategy
摘要
Abstract
As an important method of 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 consensus on the motivation and influential factors of word-of-mouth.Moreover,the related empirical studies have achieved rich results as well.However,relatively few researchers have studied this topic by developing analytical models.Consumers' prior expectation on the product quality is usually assumed to be given in the literature.Very few papers assume it to be the firm's controllable variable or consider the influence of discrepancy between the prior expectation and the 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.In addition,we consider the discrepancy between the prior expectation and the actual performance.Sensitive to this discrepancy and the level of discrepancy sensitivity are introduced into our model as two significant exogenous variables.We build a two-stage model and obtain the advertised optimal quality and pricing strategy.Influences of ad cost,and discrepancy between the prior expectation and the actual performance on the optimal strategies and profits are also discussed.Numerical analysis is conducted to further explore our findings.Results showed that the proportion of consumers who are sensitive to discrepancy and the level of discrepancy sensitivity has strong influence on 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).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 consumers is,the more inclined the company is to invest in the highest ad intensity.关键词
口碑传播/顾客感知质量/心理落差/广告强度Key words
Word-of-mouth/Perceived quality/Disconfirmation/Advertising intensity分类
管理科学引用本文复制引用
戴悦,何超..受众心理落差与口碑传播对广告策略的影响[J].管理工程学报,2017,31(3):67-83,17.基金项目
国家自然科学基金资助项目(71222104) （71222104）
