负面网络口碑发布意向研究
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摘要
随着互联网技术发展与应用的深化,近十几年里,以互联网为媒介的网络口碑,尤其是负面口碑的传播日益凸显其巨大的影响力和重要性。尽管越来越多的学者开始关注负面网络口碑的研究,业界也日渐重视网络口碑营销实践,但学术界对消费者应用这个新兴的信息媒体发布负面口碑的根源问题尚缺乏深入研究,回答并不充分。
本研究通过文献梳理发现现有研究存在四个问题：第一,从口碑的极性来看,相对于正面口碑,虽然负面口碑的影响力已经得到广泛关注,但针对负面网络口碑的研究仍然非常稀缺,尚存在很大研究空间。第二,从研究领域来看,重视网络口碑再传播及传播效应的研究,而轻视信息发送端的研究。实际上,网络口碑发送端才是网络口碑形成的根源所在,才应该是网络口碑研究的根本问题。并且,对影响消费者网络口碑发布的个性特征及情境因素与消费者网络口碑发布意向间关系的问题仍缺乏深入研究。第三,在网络口碑发送端的研究中,缺乏理论解释力强的框架模型以及网络带给口碑传播的新元素。现有网络口碑研究多沿用传统口碑传播的理论,但网络口碑传播和传统口碑传播具有明显差异,传统的口碑传播理论在网络条件下运用需要进一步创新。因此在网络口碑研究中不但需要引入理论解释力强的理论框架,还要引入网络带给口碑传播的新元素如网络涉入等变量来解释网络口碑传播问题。第四,口碑传播本身也是一种社会现象,会受到价值观的影响。现有的大多数网络口碑的研究,主要是在欧美环境中进行的,在其他环境中的研究很少,在中国的研究就更少了。而东西方文化的差异会对口碑行为产生影响。因此,我国文化价值观背景下的消费者网络口碑传播问题是值得深入探讨的。
鉴于以上四个方面的缺失,本研究在我国文化情境中,以计划行为理论作为基本理论支撑,并通过开放式问卷引出突显信念的形式,发掘消费者负面网络口碑意向的前置影响因素,将大五人格模型、尚忍价值观、网络涉入、动机因素以及直接抱怨失败、感知商家声誉等因素纳入理论框架,以行为态度、主观规范、知觉行为控制为中介变量,构建一个综合完整的消费者负面网络口碑发布意向模型。
在实证研究方面,首先进行了问卷调研、信息搜集和数据整理,然后利用各种统计分析工具,验证模型提出的研究假设及行为态度、主观规范、知觉行为控制的中介效应。
鉴于网络的熟悉与运用是本研究对调研对象的基本要求,本文将在校大学生作为主要调研对象发放纸质问卷和电子问卷,并通过一些虚拟社区回收电子问卷,例如在人大经济论坛发问卷填答悬赏贴。所以本研究的调研对象以在校大学生为主还包括了相关虚拟社区的会员、作者的同事、朋友等。
本研究预测问卷是结合两次开放式问卷引出突显信念的调查结果和Ajzen(2002,206)编制的计划行为理论问卷的样卷形成的。具体变量测量则根据已有量表、对英文量表的翻译、通过文献分析开发新测量项目相结合的方式进行。形成初始问卷后,广泛征求专家、学者和同学对预测问卷的建议和意见,进行修改,在对问卷的项目进行调整和删改之后,最终形成了主体含有55个问项的消费者负面网络口碑发布意向问卷。具体搜集研究数据的方式包括现场回收和电子邮件、网络问卷等,线上线下收集问卷可以保证本研究获取足够的一手资料。
在实证检验中,首先对数据进行描述性统计分析,其次,根据学术界公认的检验标准对数据的信度和效度进行检验,然后采用相关分析、回归分析验证研究假设,最后,检验行为态度、主观规范、知觉行为控制的中介效应。所采用的软件为SPSS17.0和Amos17.0。
本文的研究结论主要包括以下几个方面：
第一,在个人因素对三个中介变量的影响中,研究发现社交利益动机对行为态度的解释比例最大,其次为利他动机、情感释放和尚忍价值观；网络涉入对主观规范的解释比例最大,其次为开放性；开放性对知觉行为控制的解释比例最大。在情境因素对三个中介变量的影响中,研究发现,网友负面口碑的解释比例最大,这从一个侧面显示了消费者的从众心理；其次为感知商家声誉,这主要体现在良好声誉对服务失败给商家造成的负面影响起到缓冲作用。
第二,在行为态度、主观规范、知觉行为控制对消费者负面网络口碑发布意向影响中,态度的影响比例最大,甚至超过主观规范与知觉行为控制之和。由此可见,在网络环境下,消费者发布负面网络口碑受他人影响较小,而且随着网络的广泛应用,发布负面网络口碑的难度并不大,因此决定消费者发布负面网络口碑的主要因素是消费者对于发布负面网络口碑的态度。这对商家来说是个重要启示
第三,通过个人因素以及情境因素对消费者负面网络口碑发布意向直接影响的研究,本文发现除了宜人性、外向性、尽责性之外,其余假设都得到了验证。其中,尚忍价值观、与商家关系、感知商家声誉、感知风险与消费者负面网络口碑发布意向负相关。在所有前置变量中,利他动机对因变量的解释比例最大,其次为直接抱怨失败等。值得注意的是,消费者直接抱怨失败是情境因素中对消费者负而网络口碑发布意向影响最大的因素,由此可知,有效的抱怨管理,及时而成功的服务补救可以避免消费者发布负面网络口碑,对商家意义重大。而且,与商家关系、感知商家声誉与消费者负面网络口碑发布意向负相关,体现了关系营销、声誉提升对商家的价值所在。最后,本文也验证了有中国特色的尚忍价值观对负面网络口碑的负向影响,为丰富负面网络口碑研究作出了一点贡献。
第四,对行为态度、主观规范、知觉行为控制的中介效应检验发现,态度是利他动机、社交利益动机、情感释放、报复商家、尚忍价值观、神经质、网友负面口碑、直接抱怨失败、与商家关系、感知商家声誉、不满意程度与意向之间的部分中介变量。主观规范是网络涉入、开放性、产品及购买决策涉入、网友负面口碑、感知商家声誉、感知风险与意向之间的部分中介变量。知觉行为控制是网络涉入、尚忍价值观、开放性、网友负面口碑、感知商家声誉、感知风险、不满意程度与意向之间的部分中介变量。因此行为态度、主观规范、知觉行为控制的部分中介作用得到证实
论文创新点主要体现在下列几个方面：
(1)本文以计划行为理论作为研究的基本理论支撑,通过两次开放式问卷引出突显信念,在此基础上尝试整合大五人格模型、网络涉入以及直接抱怨失败、感知商家声誉等因素构建消费者负面网络口碑发布意向模型。
(2)本研究找到了消费者个人因素及情境因素对负面网络口碑发布意向影响之间的中介变量,即基于计划行为理论的行为态度、主观规范以及知觉行为控制。并通过实证研究验证研究假设及中介效应。
(3本文探讨了有中国特色的尚忍价值观对消费者负面网络口碑发布的影响,丰富了文化因素对消费者负面网络口碑发布行为的解释。
(4根据研究结论为企业制定抱怨管理方案、建立情报预警机制、建立负而网络口碑免疫机制提供决策依据,使其获得长期竞争优势。
With the development and application of internet technology, the spread of the electronic word-of-mouth, especially the negative ones, is gaining much influence and importance over the past dozen of years. However, the causes of negative electronic word-of-mouth (EWOM) have been in lack of an in-depth and sufficient study although a growing number of scholars have begun to focus on it and the industry has put more emphasis on EWOM marketing practice.
This study comes to indentify four problems through literature review. Firstly, as to EWOM valence, the influence of negative EWOM has been recognized as opposed to positive EWOM, but the negative EWOM is still less researched and not given a systematic interpretation. Secondly, as to the research area, the current study focused more on the diffusion and effect of EWOM, less on the sender's aspect of EWOM. In fact, it is this sending end that leads to the generation of EWOM and thus accounts as the fundamental research question. The problems need to been further probed that the individual factors of the consumers who generated the negative EWOM and the interrelationship between situational factors and the consumers' intention to generate EWOM. Thirdly, among the research of the sending end of EWOM, it could be seen that the theoretical framework used is of less explanatory power and the internet as a new media is not well taken into account. The traditional WOM communication theory, which is often adopted by the present research of EWOM. needs to be improved in internet context, considering the discrepancies between the traditional and internet channels. Therefore, not only the theoretical framework with better explanatory power should be introduced, but also the new factors brought by internet, such as internet involvement should be examined. Fourthly, EWOM communication is a social phenomenon that is subject to individual values. However, the current researches are carried out so much in the western context, less in other countries, not to say in China, that the influence of cultural differences exerted on EWOM behavior is unfortunately ignored. Thus, it is worthwhile to carry out such a research in Chinese cultural context.
Given the insufficiencies in the above four aspects, this study endeavors to carry out a study in Chinese context supported by Theory of Planned Behavior and also open-ended questionnaires that elicit salient beliefs of consumers'negative EWOM intention. A comprehensive model of consumers'negative EWOM intention is established by taking Big Five Model of Personality and factors such as forbearance values, internet involvement, motivation factors, failure of direct complaint, and perceived reputation of the firm, into the theoretical framework, the attitude, subjective norm, and perceived behavioral control as mediating variables.
The empirical study employs quantitative approach, including procedures like questionnaire formation, information and data collection, and use of statistical analysis tools to validate the proposed hypothesis of the model and the mediating effect of attitude, subjective norm, and perceived behavioral control.
To meet the requirement of relative familiarity and availability on internet, the study chose the college students as the main sample for either the paper or the electronic questionnaires, while the members of virtual communities such as Forum of Renmin University of China, and also friends and colleagues of the author as the compensating research sample.
The preliminary questionnaire has been formed based on the salient beliefs elicited by two open-ended questionnaires and the sample questionnaire of Theory of Planned Behavior designed by Ajzen (2002.2006). To measure the variables, we adopt existing scales, the translation from English scales, and new scale development based on literature.After modification and adjustment of the preliminary questionnaire items according to the suggestions from experts and colleagues, the final questionnaire is formed consisting of55items to measure consumers' intention of generating negative EWOM. And then the questionnaires are collected on the spot, by email and by interactive chat online, which ensure the authenticity and sufficiency of the data.
The empirical study goes first to the descriptive statistical analysis, next to the evaluation of reliability and validity of the data by the recognized standard, then to the test of study hypothesis by correlative and regression analysis, finally to the examination of the mediating effect. Two software are employed. SPSS17.0and Amos17.0.
The following conclusions are reached:
First, among the influence of individual factors to the three mediating variables, this study finds that the social profit motive owes the largest proportion of explanation to attitude, followed by altruistic motive, emotional release and forbearance values; internet involvement the largest proportion of explanation to subjective norm, followed by openness; openness the largest proportion of explanation to perceived behavioral control. Among the influence of situational factors to the three mediating variables, this study finds that the negative EWOM from other consumers explains the largest proportion, which reflects in a way their group psychology, followed by perception of the business reputation mainly in that the good reputation helps to ease the negative influence resulted by failure of certain service.
Second, among the influence of the three mediating variables to the consumers' intention of generating negative EWOM, attitude takes the largest impact, even exceeds the subjective norm and perceived behavioral control combined. Thus, it can be inferred that the consumers get less influenced by others when they generate negative EWOM. Moreover, with the more frequent use of internet, the consumers will find it much easier to generate their negative EWOM, hence their attitude towards the generating of negative EWOM will account most to whether or not they generate the EWOM. This is an important factor for the seller to consider.
Third, by the study of immediate influence of individual and situational factors on the consumers'intention of generating negative EWOM, it is found that the proposed hypotheses are verified except the agreeableness. extraversion, and conscientiousness. The forbearance values, the buyer-seller relationship, perception of business reputation, and perceived risk, are negatively correlative to the consumers'intention of generating negative EWOM. Among all the independent variables, altruistic motive owes the most explanation to dependent variables, followed by failure of direct complaint. It is worth noting that among all the situational factors, consumers'failure of direct complaint has the greatest impact on the generation of negative EWOM. Hence, the effective management of complaint, the in-time and successful service recovery can offset the consumers'intention to do so and this means much to the firms. Meanwhile, the relationship marketing and enhancement of reputation are important to the sellers as could been seen from the correlation of buyer-seller relationship, perception of business reputation to the consumers' intention of generating negative EWOM. Finally, this study verifies the negative influence of Chinese unique forbearance values on the negative EWOM, contributing to the study in Chinese context.
Fourth, after the examination of the mediating effect, this study finds that attitude is the mediating variable between the intention and altruistic motive, social profit motive, emotional release, retaliation of sellers, forbearance values, neuroticism, negative EWOM from other consumers, the failure of direct complaint, seller-buyer relationship, perception of business reputation and severe un-satisfaction. It can also be found out that subjective norm is the mediating variable between the intention and the internet involvement, openness, product and purchase decision involvement, negative EWOM from other consumers, perception of business reputation and perceived risk. And it follows that perceived behavioral control is the mediating variable between the intention and internet involvement, forbearance values, openness, negative EWOM from other consumers, perception of business reputation, perceived risk and severe un-satisfaction. Therefore, it is verified that attitude, subjective norm, and perceived behavioral control work to the mediating effect.
To sum up, this dissertation has made the following innovations to the present study:
First, based on the Theory of Planned Behavior and open questionnaires that elicit salient beliefs, a model of consumers' negative EWOM intention is established by taking Big Five Model of Personality, factors such as internet involvement, failure of direct complaint, and perceived reputation of the firm, into the theoretical framework.
Second, this study identifies the mediating factors between the consumers' personal factors, situational factors and the generating intention of negative EWOM, that is, the three variables based on Theory of Planned Behavior, namely attitude, subjective norm, and perceived behavioral control.Their mediating effect and the research hypothesis have been verified by empirical study.
Third, this study recesses the potential influence of Chinese unique forbearance values on the consumers" generation of negative EWOM, providing a cultural explanation to the negative EWOM.
Fourth, the findings of this study can be referred to by the enterprises to formulate complaint management strategies, and establish intelligence and early warning, negative EWOM immune mechanism so as to gain long-term competitive advantage.
本研究通过文献梳理发现现有研究存在四个问题：第一,从口碑的极性来看,相对于正面口碑,虽然负面口碑的影响力已经得到广泛关注,但针对负面网络口碑的研究仍然非常稀缺,尚存在很大研究空间。第二,从研究领域来看,重视网络口碑再传播及传播效应的研究,而轻视信息发送端的研究。实际上,网络口碑发送端才是网络口碑形成的根源所在,才应该是网络口碑研究的根本问题。并且,对影响消费者网络口碑发布的个性特征及情境因素与消费者网络口碑发布意向间关系的问题仍缺乏深入研究。第三,在网络口碑发送端的研究中,缺乏理论解释力强的框架模型以及网络带给口碑传播的新元素。现有网络口碑研究多沿用传统口碑传播的理论,但网络口碑传播和传统口碑传播具有明显差异,传统的口碑传播理论在网络条件下运用需要进一步创新。因此在网络口碑研究中不但需要引入理论解释力强的理论框架,还要引入网络带给口碑传播的新元素如网络涉入等变量来解释网络口碑传播问题。第四,口碑传播本身也是一种社会现象,会受到价值观的影响。现有的大多数网络口碑的研究,主要是在欧美环境中进行的,在其他环境中的研究很少,在中国的研究就更少了。而东西方文化的差异会对口碑行为产生影响。因此,我国文化价值观背景下的消费者网络口碑传播问题是值得深入探讨的。
鉴于以上四个方面的缺失,本研究在我国文化情境中,以计划行为理论作为基本理论支撑,并通过开放式问卷引出突显信念的形式,发掘消费者负面网络口碑意向的前置影响因素,将大五人格模型、尚忍价值观、网络涉入、动机因素以及直接抱怨失败、感知商家声誉等因素纳入理论框架,以行为态度、主观规范、知觉行为控制为中介变量,构建一个综合完整的消费者负面网络口碑发布意向模型。
在实证研究方面,首先进行了问卷调研、信息搜集和数据整理,然后利用各种统计分析工具,验证模型提出的研究假设及行为态度、主观规范、知觉行为控制的中介效应。
鉴于网络的熟悉与运用是本研究对调研对象的基本要求,本文将在校大学生作为主要调研对象发放纸质问卷和电子问卷,并通过一些虚拟社区回收电子问卷,例如在人大经济论坛发问卷填答悬赏贴。所以本研究的调研对象以在校大学生为主还包括了相关虚拟社区的会员、作者的同事、朋友等。
本研究预测问卷是结合两次开放式问卷引出突显信念的调查结果和Ajzen(2002,206)编制的计划行为理论问卷的样卷形成的。具体变量测量则根据已有量表、对英文量表的翻译、通过文献分析开发新测量项目相结合的方式进行。形成初始问卷后,广泛征求专家、学者和同学对预测问卷的建议和意见,进行修改,在对问卷的项目进行调整和删改之后,最终形成了主体含有55个问项的消费者负面网络口碑发布意向问卷。具体搜集研究数据的方式包括现场回收和电子邮件、网络问卷等,线上线下收集问卷可以保证本研究获取足够的一手资料。
在实证检验中,首先对数据进行描述性统计分析,其次,根据学术界公认的检验标准对数据的信度和效度进行检验,然后采用相关分析、回归分析验证研究假设,最后,检验行为态度、主观规范、知觉行为控制的中介效应。所采用的软件为SPSS17.0和Amos17.0。
本文的研究结论主要包括以下几个方面：
第一,在个人因素对三个中介变量的影响中,研究发现社交利益动机对行为态度的解释比例最大,其次为利他动机、情感释放和尚忍价值观；网络涉入对主观规范的解释比例最大,其次为开放性；开放性对知觉行为控制的解释比例最大。在情境因素对三个中介变量的影响中,研究发现,网友负面口碑的解释比例最大,这从一个侧面显示了消费者的从众心理；其次为感知商家声誉,这主要体现在良好声誉对服务失败给商家造成的负面影响起到缓冲作用。
第二,在行为态度、主观规范、知觉行为控制对消费者负面网络口碑发布意向影响中,态度的影响比例最大,甚至超过主观规范与知觉行为控制之和。由此可见,在网络环境下,消费者发布负面网络口碑受他人影响较小,而且随着网络的广泛应用,发布负面网络口碑的难度并不大,因此决定消费者发布负面网络口碑的主要因素是消费者对于发布负面网络口碑的态度。这对商家来说是个重要启示
第三,通过个人因素以及情境因素对消费者负面网络口碑发布意向直接影响的研究,本文发现除了宜人性、外向性、尽责性之外,其余假设都得到了验证。其中,尚忍价值观、与商家关系、感知商家声誉、感知风险与消费者负面网络口碑发布意向负相关。在所有前置变量中,利他动机对因变量的解释比例最大,其次为直接抱怨失败等。值得注意的是,消费者直接抱怨失败是情境因素中对消费者负而网络口碑发布意向影响最大的因素,由此可知,有效的抱怨管理,及时而成功的服务补救可以避免消费者发布负面网络口碑,对商家意义重大。而且,与商家关系、感知商家声誉与消费者负面网络口碑发布意向负相关,体现了关系营销、声誉提升对商家的价值所在。最后,本文也验证了有中国特色的尚忍价值观对负面网络口碑的负向影响,为丰富负面网络口碑研究作出了一点贡献。
第四,对行为态度、主观规范、知觉行为控制的中介效应检验发现,态度是利他动机、社交利益动机、情感释放、报复商家、尚忍价值观、神经质、网友负面口碑、直接抱怨失败、与商家关系、感知商家声誉、不满意程度与意向之间的部分中介变量。主观规范是网络涉入、开放性、产品及购买决策涉入、网友负面口碑、感知商家声誉、感知风险与意向之间的部分中介变量。知觉行为控制是网络涉入、尚忍价值观、开放性、网友负面口碑、感知商家声誉、感知风险、不满意程度与意向之间的部分中介变量。因此行为态度、主观规范、知觉行为控制的部分中介作用得到证实
论文创新点主要体现在下列几个方面：
(1)本文以计划行为理论作为研究的基本理论支撑,通过两次开放式问卷引出突显信念,在此基础上尝试整合大五人格模型、网络涉入以及直接抱怨失败、感知商家声誉等因素构建消费者负面网络口碑发布意向模型。
(2)本研究找到了消费者个人因素及情境因素对负面网络口碑发布意向影响之间的中介变量,即基于计划行为理论的行为态度、主观规范以及知觉行为控制。并通过实证研究验证研究假设及中介效应。
(3本文探讨了有中国特色的尚忍价值观对消费者负面网络口碑发布的影响,丰富了文化因素对消费者负面网络口碑发布行为的解释。
(4根据研究结论为企业制定抱怨管理方案、建立情报预警机制、建立负而网络口碑免疫机制提供决策依据,使其获得长期竞争优势。
With the development and application of internet technology, the spread of the electronic word-of-mouth, especially the negative ones, is gaining much influence and importance over the past dozen of years. However, the causes of negative electronic word-of-mouth (EWOM) have been in lack of an in-depth and sufficient study although a growing number of scholars have begun to focus on it and the industry has put more emphasis on EWOM marketing practice.
This study comes to indentify four problems through literature review. Firstly, as to EWOM valence, the influence of negative EWOM has been recognized as opposed to positive EWOM, but the negative EWOM is still less researched and not given a systematic interpretation. Secondly, as to the research area, the current study focused more on the diffusion and effect of EWOM, less on the sender's aspect of EWOM. In fact, it is this sending end that leads to the generation of EWOM and thus accounts as the fundamental research question. The problems need to been further probed that the individual factors of the consumers who generated the negative EWOM and the interrelationship between situational factors and the consumers' intention to generate EWOM. Thirdly, among the research of the sending end of EWOM, it could be seen that the theoretical framework used is of less explanatory power and the internet as a new media is not well taken into account. The traditional WOM communication theory, which is often adopted by the present research of EWOM. needs to be improved in internet context, considering the discrepancies between the traditional and internet channels. Therefore, not only the theoretical framework with better explanatory power should be introduced, but also the new factors brought by internet, such as internet involvement should be examined. Fourthly, EWOM communication is a social phenomenon that is subject to individual values. However, the current researches are carried out so much in the western context, less in other countries, not to say in China, that the influence of cultural differences exerted on EWOM behavior is unfortunately ignored. Thus, it is worthwhile to carry out such a research in Chinese cultural context.
Given the insufficiencies in the above four aspects, this study endeavors to carry out a study in Chinese context supported by Theory of Planned Behavior and also open-ended questionnaires that elicit salient beliefs of consumers'negative EWOM intention. A comprehensive model of consumers'negative EWOM intention is established by taking Big Five Model of Personality and factors such as forbearance values, internet involvement, motivation factors, failure of direct complaint, and perceived reputation of the firm, into the theoretical framework, the attitude, subjective norm, and perceived behavioral control as mediating variables.
The empirical study employs quantitative approach, including procedures like questionnaire formation, information and data collection, and use of statistical analysis tools to validate the proposed hypothesis of the model and the mediating effect of attitude, subjective norm, and perceived behavioral control.
To meet the requirement of relative familiarity and availability on internet, the study chose the college students as the main sample for either the paper or the electronic questionnaires, while the members of virtual communities such as Forum of Renmin University of China, and also friends and colleagues of the author as the compensating research sample.
The preliminary questionnaire has been formed based on the salient beliefs elicited by two open-ended questionnaires and the sample questionnaire of Theory of Planned Behavior designed by Ajzen (2002.2006). To measure the variables, we adopt existing scales, the translation from English scales, and new scale development based on literature.After modification and adjustment of the preliminary questionnaire items according to the suggestions from experts and colleagues, the final questionnaire is formed consisting of55items to measure consumers' intention of generating negative EWOM. And then the questionnaires are collected on the spot, by email and by interactive chat online, which ensure the authenticity and sufficiency of the data.
The empirical study goes first to the descriptive statistical analysis, next to the evaluation of reliability and validity of the data by the recognized standard, then to the test of study hypothesis by correlative and regression analysis, finally to the examination of the mediating effect. Two software are employed. SPSS17.0and Amos17.0.
The following conclusions are reached:
First, among the influence of individual factors to the three mediating variables, this study finds that the social profit motive owes the largest proportion of explanation to attitude, followed by altruistic motive, emotional release and forbearance values; internet involvement the largest proportion of explanation to subjective norm, followed by openness; openness the largest proportion of explanation to perceived behavioral control. Among the influence of situational factors to the three mediating variables, this study finds that the negative EWOM from other consumers explains the largest proportion, which reflects in a way their group psychology, followed by perception of the business reputation mainly in that the good reputation helps to ease the negative influence resulted by failure of certain service.
Second, among the influence of the three mediating variables to the consumers' intention of generating negative EWOM, attitude takes the largest impact, even exceeds the subjective norm and perceived behavioral control combined. Thus, it can be inferred that the consumers get less influenced by others when they generate negative EWOM. Moreover, with the more frequent use of internet, the consumers will find it much easier to generate their negative EWOM, hence their attitude towards the generating of negative EWOM will account most to whether or not they generate the EWOM. This is an important factor for the seller to consider.
Third, by the study of immediate influence of individual and situational factors on the consumers'intention of generating negative EWOM, it is found that the proposed hypotheses are verified except the agreeableness. extraversion, and conscientiousness. The forbearance values, the buyer-seller relationship, perception of business reputation, and perceived risk, are negatively correlative to the consumers'intention of generating negative EWOM. Among all the independent variables, altruistic motive owes the most explanation to dependent variables, followed by failure of direct complaint. It is worth noting that among all the situational factors, consumers'failure of direct complaint has the greatest impact on the generation of negative EWOM. Hence, the effective management of complaint, the in-time and successful service recovery can offset the consumers'intention to do so and this means much to the firms. Meanwhile, the relationship marketing and enhancement of reputation are important to the sellers as could been seen from the correlation of buyer-seller relationship, perception of business reputation to the consumers' intention of generating negative EWOM. Finally, this study verifies the negative influence of Chinese unique forbearance values on the negative EWOM, contributing to the study in Chinese context.
Fourth, after the examination of the mediating effect, this study finds that attitude is the mediating variable between the intention and altruistic motive, social profit motive, emotional release, retaliation of sellers, forbearance values, neuroticism, negative EWOM from other consumers, the failure of direct complaint, seller-buyer relationship, perception of business reputation and severe un-satisfaction. It can also be found out that subjective norm is the mediating variable between the intention and the internet involvement, openness, product and purchase decision involvement, negative EWOM from other consumers, perception of business reputation and perceived risk. And it follows that perceived behavioral control is the mediating variable between the intention and internet involvement, forbearance values, openness, negative EWOM from other consumers, perception of business reputation, perceived risk and severe un-satisfaction. Therefore, it is verified that attitude, subjective norm, and perceived behavioral control work to the mediating effect.
To sum up, this dissertation has made the following innovations to the present study:
First, based on the Theory of Planned Behavior and open questionnaires that elicit salient beliefs, a model of consumers' negative EWOM intention is established by taking Big Five Model of Personality, factors such as internet involvement, failure of direct complaint, and perceived reputation of the firm, into the theoretical framework.
Second, this study identifies the mediating factors between the consumers' personal factors, situational factors and the generating intention of negative EWOM, that is, the three variables based on Theory of Planned Behavior, namely attitude, subjective norm, and perceived behavioral control.Their mediating effect and the research hypothesis have been verified by empirical study.
Third, this study recesses the potential influence of Chinese unique forbearance values on the consumers" generation of negative EWOM, providing a cultural explanation to the negative EWOM.
Fourth, the findings of this study can be referred to by the enterprises to formulate complaint management strategies, and establish intelligence and early warning, negative EWOM immune mechanism so as to gain long-term competitive advantage.
引文
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