The Research On The Influence Of Self-Construal On The Likelihood Of WOM

As the development of E-commerce, word of mouth was paid more attention. And the intensification of economic globalization makes culture play an increasingly prominent role. However, the study of cliture’s influence on word of wouth was little and needed to be strengthened. Thus, this paper focused on this point and the principal results are as follows:1. Did exploratory study on consumer’s motivation of word of mouth.Based on the review of relevant studies, we summarized ten possible motivation of word of mouth. In order to make sure Chinese consumer’s motivation, we carried out exploratory study. Questionnaire was used to collecte data, principal component analysis was used to analyze data. Finally, six motivations were found, including mutual assistantce with other consumers, self benefit, community development and contacts, platform assistance, expressing positive emotions and venting negative feelings.2. The model of the impact of self-construal on the likelihood of WOM was proposed.The model of the impact of self-construal on the likelihood of WOM was proposed respectively in positive and negative scenarios. Firstly, on the base of literature review we found that self-construcal affects the likelihood of WOM through motivation. Secondly, we use the descriptions of independent and independent self-construals which summarized from Markus and Kitayama. Thirdly, determine the relationship between variables. Combined the result 1, the model was proposed in positive and negative scenarios. 3. Though the empiprical research, we verified that consumers oriented by different self-construal show variable motivation and likelihood of WOM.Based on the result 2,12 research hypotheses were proposed. We collected data though questionnaires,559 valid questionnaires were retured. Data analysis results confirm most of the hypotheses. The results showed that:1) Consumers oriented by different self-construal differs in the motivation of WOM. The main difference is that the consumers dominated by interdepedndent self-construal showed the motivation of mutual assistantce with other consumers in both scenarios while the consumers dominated by indepedndent self-construal showed the motivation of self benefit in both scenarios.2) The main motivation of WOM in both scenarios were same, they were mutual assistantce with other consumers and regulation of mood.3) The consumers dominated by different self-construal showed different likelihood of WOM, the consumers led by interdependent self-construal were more likely to spread WOM in both scenarios.4. Raise some revealed marketing strategies.Based on the conclusions of the study, we raised some revealed marketing strategies.