Study On The Effect Of Self-Construal On Electronic Word Of Mouth Willingness

With the rapidly development of mobile internet,the scale of online shopping will grow more and more.Online shopping has become people's daily shopping mode,which greatly promotes the development of e-commerce in China.With the wide application of social network,to a certain extent,it has accelerated the speed of information dissemination and deepened the degree of information sharing.Word of mouth on the Internet is particularly important in the fierce competition of enterprises.Electronic word-of-mouth marketing has become a new strategy of business marketing and one of the research hotspots in academia.The research on word-of-mouth can be roughly divided into two parts,namely,the research on the generation of word-of-mouth and the impact of word-of-mouth on consumption.At present,the domestic and foreign academic circles mostly study the willingness of communication from the perspectives of relationship strength and quality,satisfaction,self-improvement,altruistic motivation,etc.However,in the study of individual factors of motivation,the influence of individual factors of cultural background on word-of-mouth communication is less,for example,the study of self-construal in word-of-mouth communication based on the variables of cultural background.Less research.This study will explore the impact of consumer self-construal on electronic word-of-mouth communication willingness.From the perspective of cultural background-oriented horizontal view angle by Triandis and Gelfand(1998),this paper focuses on uniqueness,emphasizing that individuals are not "antagonistic" contradictions in dealing with relationships with others,but "different" and "special" from others,so different self-construal have significant differences in the level of unique needs.In this study,two experiments have repeatedly verified the mediating role of "unique needs" between self-construal and online word-of-mouth communication intention,and verified that in the context of public products,the influence mechanism of self-construal providing unique needs on online word-of-mouth communication intention will be significant.Therefore,this paper provides a new research basis in the field of consumer psychology and complements and enriches the theory of word-of-mouth marketing for Triandis and Gelfand's(1998)cultural background-oriented horizontal view angle.Through two experiments,this study verifies that self-concept influences the willingness of online word-of-mouth communication through unique needs,and that unique needs play a mediating role,and product attributes play a regulatory role.Only under the open product attributes,compared with interdependent self-construal,independent self-construal can stimulate high unique needs and thus produce low willingness of online word-of-mouth communication.This paper hopes that the conclusions drawn from the empirical research can supplement the existing theories about consumers ‘willingness to spread electronic word-of-mouth,and provide theoretical support and practical reference for online merchants in identifying consumer groups,segmenting markets,especially in terms of electronic word-of-mouth marketing,so as to make online merchants gain profits and reputation,achieve sustainable development,and also willingness to spread electronic word-of-mouth.Future research provides new ideas.