情緒發洩、報復與利他：服務失誤後之線上負面口碑

Emotional Episode, Retaliation and Altruism: Negative Online Word-of-Mouths after Service Failure

汪志堅(Chih-Chien Wang) ； 吳宜環(Yi-Huan Wu)

《臺大管理論叢》 24卷1期 (2013/12) Pp. 173-205

https://doi.org/10.6226/NTURM2013.JUL.C11

摘要

本研究探討消費者在遭遇服務失誤後，產生的情緒對線上負面口碑傳播之影響。本研究共進行四次實證研究，實證研究結果顯示，服務失誤後，失望情緒會產生基於幫助／警告他人的利他口碑傳播意圖，以希望其他人能免受同樣的遭遇；生氣情緒則會讓消費者產生懲罰業者的心態，基於報復意圖而散佈負面口碑；此外，本研究發現報復人格特質和報復口碑傳播意圖有顯著正相關。

關鍵字

負面口碑 ； 情緒 ； 服務失誤

並列摘要

This research focuses on the influence of emotions and intentions on consumer negative word-of-mouth (WOM) communications when service failure occurred. The paper conducted four empirical studies to examine the relationship between emotions, intentions, personality trait and negative WOM communications. The results revealed that the disappointed customers were usually with altruism intention, and would with higher intention to help/warn others; whereas consumers with a higher level of anger had more revenge intention to engage in negative WOM after service failure.

並列關鍵字

negative word-of-mouth ； emotion ； service failure

參考文獻

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