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

DOI

10.2991/978-94-6463-054-1_64How to use a DOI?

Keywords

Perceived Value; Social Value; Functional Value; Sentimental Value; Product Attitude; E-WOM Communication

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.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yihan Jiang
PY  - 2022
DA  - 2022/12/14
TI  - Research on the Influence of Customer Perceived Value on FMCG E-WOM Communication
BT  - Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022)
PB  - Atlantis Press
SP  - 587
EP  - 595
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-054-1_64
DO  - 10.2991/978-94-6463-054-1_64
ID  - Jiang2022
ER  -