| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 92 === Most of the popular managerial literature contends that the word-of-mouth (WOM) communication process is one of the most powerful forces in the marketplace. Arndt (1967) indicated that word of mouth is the process of talking about brands, products or services between receivers and communicators without business intention. In the past, studies on word of mouth are classified into two, the dimension of receivers and communicators. However, domestic related studies are more focused on the word-of-mouth effect on receivers instead of the influence of people’s characteristics on the formation of positive and negative word of mouth from the sender’s point of view.
Thus, this study utilized the case of restaurant services to investigate the influence of personality (including self-confidence, sociability, social responsibility and the scale of opinion leadership) and attitude (including negative attitude towards business in general and negative attitude towards public complaints) on the formation of positive and negative word of mouth by LISREL. In addition, the study examined whether or not consumers will enhance their original feeling so that they have behaviors such as brand loyalty, brand switching and complaints after distribution of positive or negative word of mouth.
The result showed that customers who are more self-confident, social responsible, having higher scale of opinion leadership and more negative attitudes towards business in general are more likely to engage in positive and negative word of mouth. Sociability and negative attitude towards public complaints are not significantly related to the formation of positive and negative word of mouth. After distributing positive word of mouth, customers will enhance their positive feeling, higher brand loyalty. Likewise, after distributing negative word of mouth, customers will enhance their negative feeling which leads to brand switching and higher intention to complain
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