Title page for etd-0809115-122036


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URN etd-0809115-122036
Author Wei-Ling Chen
Author's Email Address whalleswell@gmail.com
Statistics This thesis had been viewed 5577 times. Download 4 times.
Department Business Management
Year 2015
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title 'Bad News Travel Fast' or 'Rumor End with Sage?' Effects of Negative Word of Mouth Type, Service Type and Temporal   Distance
Date of Defense 2015-08-12
Page Count 83
Keyword
  • negative word of mouth
  • relationship norm
  • communal
  • temporal distance
  • exchange
  • Abstract 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.
    Advisory Committee
  • Yu-Chi Wu - chair
  • Hsiao-Ching Lee - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0809115-122036.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2015-09-09

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