Research on the Influence of Customer Perceived Value on FMCG E-WOM Communication

Yihan Jiang ()
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Yihan Jiang: Chinese University of Hong Kong

A chapter in Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), 2023, pp 587-595 from Springer

Abstract: Abstract E-WOM(electronic word-of-mouth) has gradually replaced traditional WOM(word-of-mouth) as an important factor affecting consumer shopping due to the popularization of the Internet and the fast growth of e-commerce. Therefore, e-WOM communication is crucial for developing potential consumers. This paper focuses on FMCG(fast-moving consumer goods) product consumers to explore how their perceived value, including social value, functional value and sentimental value, affects product attitudes and further influences e-WOM. The results show that perceived value positively affects both product attitude and e-WOM, and product attitude mediates the relationship between perceived value and e-WOM. Finally, according to the research results, the paper presents some marketing suggestions for network merchants.

Keywords: Perceived Value; Social Value; Functional Value; Sentimental Value; Product Attitude; E-WOM Communication (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-054-1_64

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DOI: 10.2991/978-94-6463-054-1_64

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