How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective

As concepts and technology evolve, the sharing economy changes not only business management methods but also lifestyle, leisure, tourism and hospitality consumption. This research proposes an integrated empirical model that illuminates the role of shared economy perceptions on transportation tools i...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2022-09, Vol.68, p.103071, Article 103071
Main Author: Huang, Yung-Chuan
Format: Article
Language:English
Subjects:
Brand image
Marketing strategy
Perceived value
Usage intention
WOM
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Summary:As concepts and technology evolve, the sharing economy changes not only business management methods but also lifestyle, leisure, tourism and hospitality consumption. This research proposes an integrated empirical model that illuminates the role of shared economy perceptions on transportation tools in explaining consumer behaviour in word-of-mouth (WOM) and usage intention. In Study 1, 368 YouBike users' perspectives were examined, and the results showed that ease of use is key to promoting WOM through perceived value and brand image. Furthermore, based on 338 GoShare users' perspectives in Study 2, brand image and reputation are shown to play the critical mediating roles in linking the relationships between marketing strategy and WOM. Additionally, usage intention has important moderating roles in the WOM development process. Overall, this study helps academics and marketing decision-makers understand which critical attributes influence customers’ behaviours when implementing sharing economic concepts.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2022.103071