ANTECEDENTS AND CONSEQUENCES OF NEGATIVE WORD OF MOUTH: THE MODERATING EFFECT OF RELATIONSHIP STRENGTH

負向口碑的前因和結果：關係強度的調節效果

池文海(Wen-Hai Chih) ； 任明哲(Mingzhe Ren) ； Jaime Ortiz

《品質學報》 28卷3期 (2021/06) Pp. 194-216

https://doi.org/10.6220/joq.202106_28(3).0004

摘要

This study proposes a research model to investigate the antecedents and consequences of negative word of mouth (NWOM) under information asymmetry in the context of online shopping. This study obtained 400 valid samples and the results indicate that both seller and product uncertainty have significant and positive effects on NWOM. Seller uncertainty has a lower effect on NWOM than product uncertainty. NWOM leads buyers to switch to competitors in the pre-purchase stage. This study outlines implications regarding NWOM in the online shopping setting.

關鍵字

uncertainty ； negative word of mouth ； switching intention ； relationship strength

並列摘要

本研究基於網路購物情境，研究在資訊不對稱的條件下負向口碑的前因和結果。本研究通過對400個受訪者的研究，顯示無論是賣家不確定還是產品不確定都對負向口碑產生正向影響，賣家不確定比產品不確定對負向口碑的影響更小，而負向口碑在購買前階段會導致顧客轉向競爭者。本研究為線上購物的情境下的負向口碑的研究提供了相關的啟示。

並列關鍵字

不確定 ； 負向口碑 ； 轉換意圖 ； 關係強度

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