The Research The Research of the Relationship between Service Guarantee,Consumer Perceived risk and Consumer purchase Intention-Considering the Moderating Effect of Positive WOM and Negative WOM

• Main Authors: Chiao-Chi Huang, 黃筱琪
• Other Authors: Kuao-Lang Lu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/86211021808593222397

碩士 === 中國文化大學 === 國際貿易學系碩士班 === 96 === A number of studies have investigated the effects of the service guarantee types and words of mouth, but little attention have given to the combination of service guarantee and word of mouth. The main purpose of this study is to investigate whether the effects of service guarantee, consumer perceived risk and consumer purchase intention will be affected by word of mouth or not. In this research, we use 2 types of service guarantee (the unconditional service guarantee and specific service guarantee) and 2 types of word of mouth (positive word of mouth and negative word of mouth) being the factorial design to assess the impact of different service guarantee and word of mouth on consumer perceived risk and purchase intention. And we investigate the travel industry in Taiwan. The results of this study show that word of mouth has significant moderate impact on consumer perceived risk and purchase intention. And when the word of mouth of a company is positive, it will be better to use unconditional service guarantee to reduce consumer perceived risk and enhance the purchase intention. But when the word of mouth of a company is negative, it will be no difference to use unconditional service guarantee or specific service guarantee to reduce consumer perceived risk and enhance the purchase intention.