Purpose

The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels.

Design/methodology/approach

The current research used an exploratory mixed-methods approach.

Findings

Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice.

Research limitations/implications

This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner.

Practical implications

These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty.

Originality/value

To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.

中文翻译：

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坊间传闻：与服装相关的重大事件导致千禧一代和 Z 世代消费者的网络口碑和渠道行为

目的

本研究的目的是调查与服装相关的重大事件的特征，这些事件促使 Z 一代和 Y 一代消费者通过特定的在线渠道分享电子口碑 (eWOM)。

设计/方法论/途径

当前的研究采用了探索性混合方法。

发现

关键事件的定性调查结果显示，导致网络口碑传播的主要情况涉及新购买（49%）、产品质量（21%）、定价和促销（19%）、投诉（9%）和品牌内容（48）。 %）。参与者传播有关重大事件的信息的动机是希望与朋友和家人联系（83%）、帮助他人（37%）、影响他人（48%）和表达品牌忠诚度（32%）。定量结果表明关键事件、动机和电子口碑渠道选择之间存在显着关系。

研究局限性/影响

这项研究对于服装研究人员试图深入了解激励消费者以积极或消极的方式在特定渠道参与电子口碑的关键事件具有理论意义。

实际影响

这些发现对于营销人员来说非常重要，因为品牌内容似乎在提高 SM 参与度方面发挥了有效作用；营销人员需要加大力度通过网站反馈与消费者互动，因为这是抵消负面体验和保持消费者忠诚度的机会。

原创性/价值

据作者所知，当前的研究首次扩展了沟通和动机理论，将关键事件与情境内在和外在动机联系起来，通过在线渠道向千禧一代和 Z 世代消费者传播电子口碑。