Influences of Online Negative Word of Mouth on Purchase Intention

2019 ◽  
Vol 11 (1) ◽  
pp. 1-11
Author(s):  
Yi-Fen Chen ◽  
Chia-Wen Tsai ◽  
Yi-Che Chaung
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Negative Word ◽  
Product Type ◽  
Perceived Credibility ◽  
Experience Good ◽  
Good Experiment ◽  
Product Utility ◽  
High Utility

This study presents two experiments that examine the influence of electronic negative word of mouth (e-NWOM). Experiment 1 investigated perceived credibility based on 2 (product awareness: high / low) × 2 (strength of WOM: high / low) × 2 (product type: search good / experience good). Experiment 2 investigated purchase intention based on 2 (product utility: high / low). The experiments involved 530 people from Taiwan. The results indicated that high product awareness and weak e-WOM have less influence on consumer perceived credibility of the e-WOM. E-NWOM for a search good has less influence on consumer perceived credibility than for an experience good. The results also indicated that high utility of products increase sales.

O efeito do Brand Equity na intenção de compra do consumidor: o papel moderador do boca-a-boca positivo e negativo

Revista Foco ◽  
2020 ◽  
Vol 13 (1) ◽  
pp. 107
Author(s):  
Allan Vinícius Sakiyama ◽  
Ana Maria Campos Manoel ◽  
Ana Paula Merenda Richarde ◽  
Juliano Domingues Silva
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Online Survey ◽  
Word Of Mouth ◽  
Negative Word ◽  
High Tech ◽  
Quantitative Methodology ◽  
Positive Word ◽  
Electronic Products ◽  
Positive Word Of Mouth

Este estudo investigou o brand equity, entendido como “valor de marca” e sua influência na intenção de compra do consumidor. Ademais, este estudo também se propôs a analisar o efeito moderador do boca-a-boca (positivo e negativo) na relação entre o brand equity e a intenção de compra do consumidor, mais especificamente, na compra de produtos eletrônicos de alta tecnologia. O estudo empregou metodologia quantitativa e para testar as hipóteses propostas, realizou-se um survey online com 115 consumidores que adquiriram produtos eletrônicos. Os resultados dessa pesquisa apontam que a percepção de alto valor do brand equity da marca aumenta a intenção de compra do produto eletrônico quando o cliente recebe boca-a-boca positivo, mas não diminui a intenção de compra quando recebe boca-a-boca negativo. Portanto, implicações práticas aos gestores de marketing sugerem que o brand equity é uma estratégia fundamental para combater o boca-a-boca negativo, bem como potencializar o boca-a-boca positivo e assim ampliar as vendas. This study investigated brand equity, understood as "brand value" and its influence on the consumer's purchase intention. In addition, this study also proposed to analyze the moderating effect of word-of-mouth (positive and negative) on the relationship between brand equity and consumer intention to purchase, more specifically, in the purchase of high-tech electronic products. The study used a quantitative methodology and to test the proposed hypotheses, an online survey was conducted with 115 consumers who purchased electronic products. The results of this survey indicate that the perception of high brand equity value increases the purchase intention of the electronic product when the customer receives positive word-of-mouth and does not decrease when the customer receives negative word-of-mouth. Therefore, practical implications for marketing managers suggest that brand equity is a fundamental strategy to combat negative word-of-mouth, as well as to enhance positive word-of-mouth and thus increase sales.

The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand

2019 ◽  
Vol 28 (5) ◽  
pp. 653-670 ◽  
Author(s):  
Ilaria Baghi ◽  
Veronica Gabrielli
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Negative Emotions ◽  
Moderated Mediation ◽  
Negative Word ◽  
Effective Response ◽  
Content Type ◽  
Brand Crisis ◽  
A Performance

Purpose Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic). Design/methodology/approach The authors tested a model of moderated mediation in a cross-cultural investigation on a sample of 229 Italian and Asian consumers. The study is a 2 (cultures: collectivistic vs individualistic) × 2 (crisis: performance-related vs values-related) between-subjects experimental design. The moderated mediation model shows that consumers’ negative reactions (negative word of mouth and negative purchase intention) towards a faulty brand involved in different crisis typologies is explained by the mediating role of negative emotions, and that this mediation depends on a consumer’s cultural belongingness. Findings The results suggest that consumers belonging to a collectivistic culture (e.g. Asian culture) tend to react in a more severe and strict manner when faced with a values-related brand crisis event then when faced with a performance-related crisis. The arousal of negative emotion towards a brand represents the mediating variable in behavioural responses (i.e. negative word of mouth and purchase intention). Originality/value The present study extends current knowledge in the field of consumers’ negative response to brand irresponsibility behaviours while introducing the role of crisis typology and cultural belongingness. In particular, individualistic people are more sensitive to a values-related crisis in comparison with a performance-related one. The findings of this study have strong managerial implications for defining effective response strategies to negative events involving brands in different markets.

Effects of message framing and consumers' regulatory focus on perceived credibility of electronic word-of-mouth and purchase intention

2021 ◽  
Vol 49 (11) ◽  
pp. 1-14
Author(s):  
Tzu-Fan Hsu ◽  
Chao-Ming Yang
Keyword(s):  
Analysis Of Variance ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Message Framing ◽  
Marketing Strategies ◽  
Electronic Word Of Mouth ◽  
Perceived Credibility ◽  
Positive Message ◽  
Negative Message

We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in Taiwan aged between 20 and 60 years. Results show that (a) prevention-focused (vs. promotion-focused) consumers perceived eWOM had greater credibility when they were presented with a negatively framed message, (b) negative (vs. positive) message framing increased the perceived credibility of eWOM for prevention-focused consumers, (c) promotion-focused (vs. preventionfocused) consumers had a stronger purchase intention when presented with a positively framed message, and (d) both prevention- and promotion-focused consumers had stronger purchase intention when exposed to a positively (vs. negatively) framed message. Our findings may provide a reference for companies to establish a set of eWOM marketing strategies.

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

PENGARUH COUNTRY OF ORIGIN, WORD OF MOUTH, KUALITAS YANG DIPERSEPSIKAN TERHADAP NIAT BELI: STUDY PADA KAMERA DIGITAL MEREK JEPANG

2019 ◽  
Vol 4 (3) ◽  
pp. 365-374
Author(s):  
Edy Purwanto ◽  
Aryo Wibisono
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Country Of Origin ◽  
Digital Camera ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Country Of Origin Image ◽  
Method Analysis

This study aims to test the influence of country of origin image and word of mouth on perceived quality. Then, the country of origin image and word of mouth and perceived quality on purchase intention of digital camera from Japan. The number of samples in this research are 230 respondents taken by purposive sampling method. Analysis of Structural Equation Modeling (SEM) is used to test the hypothesis. The results of this study showed that country of origin image and word of mouth have a positive and significant effect on perceived quality. Then, Word of mouth and perceived quality have a positive and significant effect on purchase intention but a country of origin image has no significant effect on purchase intention. 

scholarly journals Crisis Communication Preparedness Practices Among U.S. Charitable Organizations: Results From a National Survey

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110145
Author(s):  
Ryan P. Fuller ◽  
Antonio La Sala
Keyword(s):  
Nonprofit Organizations ◽  
Crisis Management ◽  
Crisis Communication ◽  
Online Survey ◽  
Word Of Mouth ◽  
Negative Word ◽  
Organizational Crisis ◽  
Crisis Planning ◽  
Charitable Organizations ◽  
Major Stakeholder

Organizations should prepare for crises, through identifying crisis concerns, having written crisis communication plans, and designating teams for crisis planning and response, for example. Nonprofit organizations, which represent an important sector of U.S. society, are no different in needing to prepare, but to date, a review of their crisis communication preparedness is lacking. Therefore, a national online survey of 2,005 U.S. charitable organizations was administered to determine nonprofit organizations’ adoption of an anticipatory perspective of crisis management. The anticipatory perspective shifts the organization’s focus from reaction to crises to anticipation of them. According to the survey, 75% of organizations reported at least one organizational crisis in the 24 months prior to taking the survey (circa 2017–2019). Loss of a major stakeholder was the most common organizational crisis that had occurred and the greatest future concern. Most nonprofits (97.5%) reported implementing some crisis communication preparedness tactics. Importantly, charitable organizations can enact communication preparedness tactics without significantly detracting from program delivery. Moreover, given the general concerns within the sector, nonprofit organizations should prepare specifically for loss of a major stakeholder and technologically created crises such as data breaches and negative word of mouth on social media.

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