The Influence of Switching Costs on Negative Word-of-Mouth: Capital as Moderators

• Main Authors: Lo Yuan-Hung, 羅元鴻
• Other Authors: Wu Meng-Ling
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/62457540637380822450

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 96 === The purpose of this study was to investigate the influence of switching costs on negative word-of-mouth, and examine the moderating effect of social capital, financial capital, and human capital. Data collected from 269 questionnaires were analyzed by hierarchical multiple regressions. The major findings indicated that (1) Switching costs was positively related to negative word-of-mouth. (2) The relationship between switch-ing costs and negative word-of-mouth is weaker when social capital is higher. (3) The relationship between switching costs and negative word-of-mouth is stronger when fi-nancial capital is higher. (4) The relationship between switching costs and negative word-of-mouth is weaker when human capital is higher. Finally, implications of these findings for management practice and future research are discussed.