The Influence of Word-of-web on Customers’ Purchasing Process: The Case of Xiaohongshu

ABSTRACT

Word-of-web (WOW) today has become crucial to exchange marketing information between customers via online platforms. However, there is a lack of research on the marketing potency of WOW on customer purchasing process. This study employed expectancy-confirmation theory (ECT) and trust factors to understand consumers’ purchasing process using WOW on Xiaohongshu, a Chinese social media and e-commerce platform. Due to its popularity and representativeness among digital marketing platforms, it was chosen as a case study. The process is studied in three periods: pre-purchase, transaction, and post-purchase. In pre-purchase period, users are suspicious of WOW, though it can trigger high expectations with appealing display. During transaction period, people generally have a positive expectation confirmation of using Xiaohongshu to purchase F&B services and it was further discovered that moment-of-truth can contribute to overall satisfaction. Nonetheless, at post-purchase period, the intention of re-visiting restaurants is low while the continuity with Xiaohongshu is affirmative. The strong perceived usefulness leads to users’ loyalty to the app even with a negative catering experience. This paper contributes to revising and extending the application of the ECT model in explaining customers’ purchasing process based on WOW. It also helps marketers make adaptive management decisions regarding online marketing with WOW.

摘要

网评(WOW)现今是一个能够在消费者间进行信息交换的重要媒介, 但缺少文献对网评在顾客购买过程中的市场效力进行研究。本文采用了期望确认理论(ECT)和信任因素来了解顾客在中国社交媒体, 电子商务平台小红书上使用网评的购买过程。小红书因其在数字营销平台中的受欢迎程度和具代表性, 被选为本文的研究案例。本文将购买过程分为三部分:购买前, 购买时, 及购买后进行研究。研究发现, 顾客在购买前会被网评激发较高的探店期待值, 但仍心存疑虑。在购买时, 人们普遍对使用小红书购买餐饮服务抱有积极的期望。进一步研究发现, 若商家能捉住关键时刻提供需要的服务, 便能提高整体满意度。在购买后, 顾客再次光顾同一餐厅的意愿较低。但其强烈的感知有用性导致用户形成对该应用软件的忠诚度, 即使是经历了负面的餐饮体验。本文延申期望确认理论模型在基于网评来解释顾客的购买全过程。它还可以帮助营销人员通过网评做出有关在线营销的适应性管理决策。

KEYWORDS:

• Expectancy-confirmation theory
• WOW
• trust level
• purchasing process
• Xiaohongshu
• F&B services

关键词:

• 期望确认理论
• 网评
• 信任程度
• 购买过程
• 小红书
• 餐饮服务

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Yijia Sun

Yijia Sun is graduate of the Bachelor of Science in Hotel Management, Macao Institute for Tourism Studies, Macao SAR, PR China. She is a registered master’s student in International Strategic Marketing at The Adam Smith Business School, University of Glasgow (E-mail: [email protected]).

Tuan Phong Ly

Tuan Phong Ly is Assistant Professor in the School of Tourism Management, Macao Institute for Tourism Studies, Macao SAR, PR China (E-mail: [email protected]).