Investigating why consumers post positive and negative electronic word-of-mouth on-line based on Justice Theory and Theory of Planed Behavior

• Main Authors: Lin Chao-Wen, 林昭雯
• Other Authors: Fu Jen-Ruei
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/79630622759779118485

碩士 === 國立高雄應用科技大學 === 資訊管理系 === 99 === According to recent studies, online consumer reviews played an important role in purchase decisions for shoppers. This paper tries to understand what factors lead customers initiative writing comments on the on-line opinion platforms after purchase. Based on Justice Theory and Theory of Planed Behavior, this study verifies why experienced customers write positive or negative comments in the online environment. 294 samples were collected through online questionnaire, with 279 valid questionnaires for positive experience, and 264 valid questionnaires for negative experience. PLS were conducted to test the proposed hypotheses. Results indicated that attitude about writing comments, subjective norm and perceived behavioral control significantly affect experienced users’ intention to post positive or negative comments online. Customer would post positive comments if they perceived their interaction with the company were fair. And customers would like to post positive comments based on altruism. On the contrary, distributional justice, altruism, and vengeance are significant in influencing customers’ intention to post negative comments online. In addition, we found gender and frequency of post played moderating roles in influencing customers’ intention to post comments online. For positive buying experience, male paid more attention to procedural justice and interactional justice and altruism; Female paid attention to self-enhancement. And customers with low posting frequency paid attention to procedural justice and interactional justice and altruism and helping the company; customers with high posting frequency paid attention to distributive justice and altruism. For negative buying experience, male paid attention to altruism and vengeance; female paid attention to altruism. And customers with low posting frequency paid attention to altruism and vengeance; customers with high posting frequency paid attention to procedural justice and altruism and advice seeking.