Do Generational Membership And Psychographic Characteristics Influence Positive Word Of Mouth In A University Context?
The specific question that this paper seeks to answer is: do psychographic culturallyanchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM),
2012.
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| Subjects: | |
| Online Access: | Get fulltext |
| Summary: | The specific question that this paper seeks to answer is: do psychographic culturallyanchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y's positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni. |
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