An Exploratory Study on the Adaptive Word-of-Mouth Communication in Seeker-initiated Context

Cheng-Hsi Fang

Abstract


The purpose of this research was to examine the strategies adopted by the word of mouth (WOM) dyad in seeker-initiated context. To examine this process, in-depth interviews were conducted with 14 dyads. The result indicated that the WOM sender has two special motivations, risk aversion and egotism, found only in seeker-initiated WOM context. Since spreading WOM is sometimes a risk taking behavior, the sender uses different strategies in response to the seeker’s request. A preliminary model of this adaptive WOM communication was presented. The results can help us clarify the interaction between WOM dyad; moreover, it provides another perspective to look at this complicated and multifaceted behavior.

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DOI: http://dx.doi.org/10.5296/bms.v4i1.3913

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