Using Grounded Theory Approach for Exploring Factors Affecting the Ineffectiveness of Positive Word-of-Mouth

Abstract

Nowadays, ineffectiveness of positive word-of-mouth is common, challenging companies' word of mouth marketing. Based on grounded theory, the paper conducted repeated studies by 55 respondents' information. This research proposed driving mechanism model of the ineffectiveness factors of positive word-of-mouth, then tested the saturation level of this mechanism. The results show that the relationship between senders and receivers, message factor, initial expectation, expectation gap, situational factor, psychological resistance have indirect impact on ineffectiveness of positive word-of-mouth. Moreover, message factor and consumer expectation have indirect impact on ineffectiveness of positive word-of-mouth that through psychological resistance, which formed the "message factor/expectation-psychological resistance-positive word of mouth ineffectiveness" driving relationship; the relationship between senders and receivers and situational factor play a regulatory role, which regulated the extent and intensity of "message factor-psychological resistance" and "psychological resistance-positive word of mouth ineffectiveness" relations.