Spreading or Not? The Role of Service Failure, Negative Emotion, and Personality Trait in Negative Electronic Word-of-Mouth Communication

• Main Authors: Pei-Hua Wang, 王培樺
• Other Authors: Chih-Chien Wang
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2ke7r9

碩士 === 國立臺北大學 === 資訊管理研究所 === 102 === This research aim to investigate the pattern of negative electronic word-of-mouth (e-WOM) diffusion. The negative e-WOM generation due to consumer with a terrible consumption experience and service failure occurred, and then WOM will be posted by Internet to the different object. The current study examines two industries about hotel and restaurants, and conducted four empirical studies to understand the effect of the different personality trait, negative emotion, and the degree of severity of service failure on the negative WOM intention. Study 1 collected 11640 articles which contained 782 negative e-WOM articles. We used the content analysis to analyze those negative WOM articles, which were attributed to what kind of categories of service failure. Through a graphical approach to present the negative WOM diffusion. Study 2 conducted a questionnaire survey to analyze the 226 voluntarily subjects. To explore the relationship between self-construal and the WOM intention. Study 3 also used a questionnaire survey to analyze the 183 voluntarily subjects, and focused on the relationship among big five personality trait, opinion leadership tendency, and WOM intention. While study 4 conducted an experimental design, 148 subject were asked to read a service failure scenario and reveal that the degree of severity of service failure, and negative emotion. To explore the relationship among opinion leadership tendency, negative emotion, and WOM intention. The results of four empirical studies revealed that the negative WOM have indeed a strong influence and infection. When the service failure was serious, it will elicit more and more online user to join the discussion of the negative WOM. For the personality trait, independent self-construal will post negative WOM in social network website, while interdependent self-construal will through an indirect approach to spread negative WOM to their friends. In addition, consumer with higher agreeableness and openness will spread negative WOM through the different platform or object of WOM. To verify again the extraversion and openness will positively related to opinion leadership. The result also indicated that opinion leadership will influenced by the degree of severity of service failure. The findings of this thesis will be useful for managers to realize which kinds of service failure and personality trait will bring out negative WOMs