• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
IJTEF 2019 Vol.10(5): 126-130 ISSN: 2010-023X
DOI: 10.18178/ijtef.2019.10.5.649

Research on Impaction of On-line Buyers’ Lifestyle Factors to Word-of-Mouth Communication Effect

Wen Li and Yani Mei

Abstract—With the rocket development of internet, online shopping has become more and more popular. People tend to seek for recommendations from friends or the one who has related experience. Word-of-mouth’s influence on e-consumers’ buying decisions making grows rapidly due to the potential risk of intangible goods under the condition of online shopping. We discover that different lifestyle e-consumers show different reaction and level on the acceptance of word-of-mouth. Nonetheless there are few researches on the relationship between lifestyle and word-of-mouth effect. Based on the curiosity for this phenomenon, we conduct an investigation through literature review, hypothesis establishment and we design the questionnaire accordingly. Data were collected from 182 respondents and administered by path analysis. The result indicates that 3 lifestyle factors (fashion/cool factor, leadership desire factor and humanities / curiosity factor) show positive correlation with the effect of word-of-mouth. In addition, these factors are found more significantly and positively correlated to attitude trust than behavior trust does. Whereas stimulating / fun factor group depends heavily on their own judgment because this group tend to make themselves conspicuous, which also means they do things unconventionally. The results assume for marketers: when promoting new products or delivering marketing plan, marketers should incorporate the information point of word-of-mouth into it in advance and this information point must be rooted in consumers with different lifestyle. Marketers should also pay attention to the proper management of word-of-mouth to avoid the lack of freshness and excitement because of word-of-mouth overloads.

Index Terms—On-line buyer, word-of-mouth, lifestyle, communication effect.

The authors are with the Department of Business Administration, South China University of Technology, Guangdong, CO 510641 China (e-mail: wli@scut.edu.cn, annie_myn5264@163.com).

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Cite: Wen Li and Yani Mei, "Research on Impaction of On-line Buyers’ Lifestyle Factors to Word-of-Mouth Communication Effect," International Journal of Trade, Economics and Finance vol.10, no.5, pp. 126-130, 2019.

Copyright © 2019 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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