The Influence of Regulatory Focus and Subjective Knowledge on Word-of-Mouth

• Main Authors: shung-yun Shih, 施聖芸
• Other Authors: Cou-chen Wu
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/14038874780024247106

碩士 === 國立臺灣科技大學 === 科技管理所 === 97 === This study tries to base on regulatory focus to investigate the relationship between regulatory focus, subjective knowledge and word-of mouth. In three experiments, there are all a 2 (goal orientation: promotion-focused vs. prevention-focused) × 2 (subjective knowledge: high vs. low) between-subjects factorial design, using cell -phone as experimental product. In experiment 1, we will give cell-phone DM before using cell-phone and explore WOM behavior. In experiment 2, it’s positive purchasing situation using positive WOM as a dependable variable. In experiment 3, it’s negative purchasing situation using negative WOM as a dependable variable. The conclusions of this study are as follows: 1.Before using cell-phone, promotion-focused people prefer WOM compared to prevention-focused people. 2.Under positive and negative situation, people with high subjective knowledge prefer WOM compared to people with low subjective knowledge. 3.Under positive situation and individual with low subjective knowledge, promotion-focused people prefer WOM than prevention-focused people. In high knowledge, three are no difference in WOM between promotion-focused or prevention-focused people. 4.Under positive situation, promotion-focused people prefer PWOM than prevention-focused people. 5.Under negative situation, prevention-focused people prefer NWOM than promotion-focused people.