Relationships between perceived product values and three word of mouth variables

Abstract

This study aims to address the challenges of anticipating and stimulating consumers' word-of-mouth (WOM) behaviour by focusing solely on the inherent relationships between perceived hedonic and utilitarian values of products on the one hand and consumers' WOM behaviour on the other hand. Three WOM variables were identified: offering WOM, requesting WOM, and influence of WOM. A number of relationships between each of the two product values and WOM variables were tested by a bivariate correlational research design. The study found a strong positive effect from the hedonic value of products on giving WOM, but none from the utilitarian value of products. This stark contrast is a new contribution to the WOM literature, which can be utilised by marketers to anticipate and stimulate consumers' WOM. The contradistinction between the two product values in predicting the variables of requesting WOM and influence of WOM, however, were less pronounced than the one found in the prediction of giving WOM.