Word-of-mouth generated influences of different prepared dishes via online consumer purchases: Preliminary text-based research findings from "Jingdong Mall" flagship shops

Abstract

With the rapid development of China’s prepared vegetable product market, consumer demand for prepared vegetable products is increasing. The study adopts a qualitative research method to construct a model of factors influencing the generation of consumer word-of-mouth (IWOM) in the online consumption context, taking the real consumer word-of-mouth of Jingdong’s own flagship shop of prepared dishes as the object of the study. The model states that the objective factors that promote the generation of word of mouth include specific consumption context (emotionality, initiality, scarcity, convenience and process) and specific product attributes (richness, safety, accessibility and emotionality). Meanwhile subjective factors design consumer satisfaction with the product (satisfaction with a single attribute and satisfaction with the brand as a whole) and emotions (positive self-conscious emotions, high arousal positive emotions and medium arousal positive emotions). Objective factors may contribute directly to the generation of word-of-mouth, or they may further contribute to word-of-mouth generation through subjective consumer factors. In addition, IWOM is often generated not by a single factor, but by a combination of factors.