|Author's Email Address
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|Type of Document
||'Bad News Travel Fast' or 'Rumor End with Sage?' Effects of Negative Word of Mouth Type, Service Type and Temporal Distance|
|Date of Defense
||negative word of mouth
||When it comes to the effects of consumers’ negative word of mouth (NWOM), there could be two possible situations: “rumor end with Sage”or “bad news travel fast?” For companies, it costs a large amount of money to attract a new consumer. However, NWOM may easily frighten the consumers away. Thus, it has become an important issue to understand how NWOM(process and outcome-oriented) negatively affects consumers’ responses. The current research aims to investigate the effects of two types of NWOM under the moderating effects of service type and temporal distance. |
A 2 (NWOM type: process-oriented vs. outcome-oriented) 2 (service type: communal vs. exchange) 2 (temporal distance: distant future vs. near future) factorial design is conducted. The effects of NWOM on the participants are accessed through three dependent measures: Influence of sender’s WOM on receiver, strength of WOM and purchase intention.
Results indicate that when consumers face a decision in distant future, process-oriented NWOM brings greater negative effects in the communal service; outcome-oriented NWOM has greater negative effects on them in the exchange service. On the other hand, when consumers face a decision in near future, outcome-oriented NWOM causes greater negative effects in the communal service and makes no difference with process-oriented NWOM in terms of negative effect when in the exchange service. The findings provide a further understanding about when each of the two NWOM types works when service type and temporal distance are considered.
||Yu-Chi Wu - chair|
Hsiao-Ching Lee - co-chair
Chun-Tuan Chang - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission