Abstract
<p>Understanding consumers who exhibit both information-gathering and information-sharing characteristics is important for elucidating word-of-mouth (WOM) dynamics; however, their detailed profiles remain insufficiently understood. Therefore, using single-source data from 4682 individuals residing in the Kanto region of Japan, this study identified 145 individuals exhibiting both characteristics and examined their internal heterogeneity through exploratory factor analysis and statistical hypothesis testing. The results revealed three latent factors underlying their shopping orientation: interpersonal susceptibility, price premium willingness, and perceived risk reduction. Different patterns of association with these factors and with gender were also observed depending on marketing channel usage. Furthermore, a comparative analysis with other consumers suggested that these tendencies were more pronounced among consumers exhibiting both characteristics. These findings complement the existing literature and are expected to contribute to the diffusion of positive WOM by facilitating the provision of customer experiences that account for consumers' latent psychological characteristics.</p>