The Importance of Positive Word-of-Mouth (PWOM) in Leisure Services Consumption by Third Age Consumers

Abstract

Purpose:

The present study aimed to identify why positive word-of-mouth (PWOM) is important in leisure services consumption by third age consumers.

Design/methodology/approach:

Using a qualitative and exploratory approach, involving interviews and audio diaries and content analysis to process the data, the study investigated consumers in Brazil aged between 60 and 70 years old.

Findings:

The main results indicated that factors generated by PWOM such as safety, engagement, relief, knowledge acquirement, social network, confidence, positive expectations, and enthusiasm appeared to be strong and are fundamental to third age consumers’ purchase decision process. A significant nexus was also found between the relevance of PWOM and the fact that it was given by people close to the receiver.

Originality/value:

This paper contributes to the prior literature with a better understanding of factors generated by PWOM among third age consumers. Firms and governments can use this to help simplify the choices of elderly consumers and drive their consumer decisions.

Keywords:
Word-of-mouth; third age; consumer behavior; service; leisure