The effects of perceived risk, brand value and brand trust on eWOM

• Autorzy: Brzozowska-Wos M.

Warianty tytułu

PL

Wpływ postrzeganego ryzyka, wartości marki i zaufania do niej na eWOM

RU

Vozdejjstvie oshchushchaemogo riska, cennosti brenda i doverija k nemu na eh-sarafannoe radio (eWOM)

• Języki publikacji: EN

Abstrakty

EN

An unrestricted access to the Internet, mobile devices, social applications, and offering shopping comment options via online stores and platforms encourages customers to generate online reviews about brands. That is why it became important to leam about the factors that motivate customers to create electronic word of mouth (eWOM). The survey aimed to check if there were links between the perceived brand value, perceived risk, brand trust, and consumers’ willingness to express opinions online about products bought online. Structural equation modelling (SEM) was applied to analyse the data from the study (340 respondents). Five of the six hypotheses were confirmed. The direct impact of the perceived brand value on generating eWOM was been established. The perceived product value has a more significant effect on brand trust than the perceived risk. The adverse effect of the perceived risk on the perceived brand value by consumers was also confirmed. It also turned out that trust in the brand had a more significant effect on the significance of eWOM than the perceived risk.

PL

Nieograniczony dostęp do Internetu, urządzeń mobilnych, aplikacji o charakterze społecznościowym oraz oferowanie przez sklepy i platformy handlowe opcji komentowania zakupów internetowych zachęcają klientów do generowania opinii on-line na temat marek. Dlatego ważne stało się poznanie czynników skłaniających klientów do generowania electronic word of mouth (eWOM). Badanie miało na celu sprawdzenie, czy istnieją powiązania między postrzeganą wartością marki, postrzeganym ryzykiem, zaufaniem do marki oraz skłonnością konsumentów do wyrażania opinii online na temat produktów kupowanych w Internecie. Do analizy danych pochodzących z badania (340 respondentów) zastosowano modelowanie równań strukturalnych (SEM). Potwierdzono pięć z sześciu postawionych hipotez. Nie potwierdzono bezpośredniego wpływu postrzeganej wartości marki na generowanie eWOM. Postrzegana wartość produktu ma większy wpływ na zaufanie do marki niż postrzegane ryzyko. Potwierdzono także negatywny wpływ postrzeganego ryzyka na wartość marki postrzeganą przez konsumentów. Okazało się też, że zaufanie do marki ma większy wpływ na skłonność do eWOM niż postrzegane ryzyko.

RU

Неограниченный доступ к интернету, мобильным аппаратам, аппликациям типа социальных медиа, а также предложение магазинами и торговыми платформами опционов комментирования интернет-покупок поощряют клиентов к генерированию онлайн-мнений насчет брендов. Потому важным стало изучение факторов, склоняющих клиентов к генерированию э-сарафанного радио (англ, electronic word of mouth, eWOM). Изучение преследовало цель проверить, существуют ли связи между воспринимаемой ценностью бренда, ощущаемым риском, доверием к бренду и склонностью потребителей выражать онлайн-мнения насчет продуктов, покупаемых в интернете. Для анализа данных из обследования (340 респондентов) применили моделирование структурных уравнений (англ. SEM). Подтвердили пять из шести выдвинутых гипотез. Не подтвердили прямого влияния воспринимаемой ценности бренда на генерирование eWOM. Воспринимаемая ценность продукта оказывает большее влияние на доверие к бренду, нежели ощущаемый риск. Подтвердили тоже отрицательное влияние ощущаемого риска на ценность бренда, воспринимаемую потребителями. Оказалось тоже, что доверие к бренду оказывает большее влияние на склонность к э-сарафанному радио, чем ощущаемый риск.

• Wydawca: -
• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Tom: 64
• Numer: 6 t.1
• Opis fizyczny: p.95-109,fig.,ref.

Twórcy

autor

Brzozowska-Wos M.

• Department of Marketing, Faculty of Management and Economics, Gdansk University of Technology, ul.Narutowicza 11/12, 80-233 Gdansk

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