Antecedents to Market Mavenism and Its Consequential Dissemination

• Main Authors: ChiuYeh Wu, 吳秋燁
• Other Authors: Chai, Pei
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/34808572907305318416

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract Market mavens are identified as on kind of reference group, different from opinion leaders and innovator. This kind of influencers is with general product knowledge and acts as important disseminator of relevant market information; and they play a central role in influencing others’ purchase decisions. Because of the widespread market information market mavens have, they are more important to retailers. This research utilized Social Capital Theory to manifest relative researchers’ notion, and proved knowledge self-efficacy, enjoyment in helping other and reciprocity would affected market mavenism. Otherwise, this research probed into market maven’s dissemination in different satisfied situation. The result showed when market maven was in very dissatisfied situation, they would have more complain intention than nonmavens; but when they are satisfied, they would have more activity WOM and favorable WOM intentions.