Study On Correlation Between Individual Value And Word-of-Mouth Communication

With the development of internet and emerging experience economy,marketing has been in the period of Cross-selling,in which new customers are attracted by word-of-mouth and recommendation of old customers.Many firms market their products and services efficiently with the strategy of word-of-moth.Word-of-mouth and recommendation are playing more and more important role in improvement of market share,customer loyalty,and in turn leads to more profit in the end.Meanwhile,because of the globalization and international operation of firms, the effect of culture value on consumer behavior and word-of-mouth communication has been the focus of marketing scholars' attention.There're maybe differences among consumers holding different culture background and culture value,which brings about a huge challenge to word-of-mouth marketing in China with mixed culture values.Based on this context,we take Chinese university mobile consumer as an example,explore the correlation between individual value and word- of- mouth communication from academic and empirical perspectives in order to offer some references for word-of-mouth marketing plan.Firstly,this thesis generalizes the research background,aims,implication and method and describes its research frame as well as its difficulties and highlights.Secondly,this thesis confirms the hypotheses and foundation based on reviews of related literature about individual value and word-of-mouth communication.Thirdly,we verify the individual value difference of Chinese university students and segmented them into Potential Self-improvement Consumer, Stable Self-esteem Consumer,Stable Gregarious Consumer,Hedonistic Gregarious Consumer and Neutral Consumer and their feathers of word-of-mouth communication through the analysis of initial dates,and also define factors of word-of-mouth communication motive and behavior.In the end,this thesis puts forward word-of-mouth marketing advice,limitation and some suggestions for future research.