An Investigation of Company Strategies in Reponse to Online Negative Word of Mouth

• Main Authors: Yu-Fen Huang, 黃郁芬
• Other Authors: Fei-Fei Cheng
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/20152266146740041398

碩士 === 國立中興大學 === 科技管理研究所 === 100 === Online word-of-mouth had significant effect on company and brand. The negative word-of-mouth might damage the corporate image, and reduce the consumers’ purchase intention. The objective of current study is to investigate the influence of corporate strategies in respond to negative word-of-mouth on consumers’ satisfaction with recovery and repurchase intention. Results from experiment suggested that different company response strategies would affect consumers’ satisfaction with recovery, repurchase intention and negative word-of-mouth spread intention. Specifically, “outright denial”, “no comment” and “redirect audience attention" were seen as similar response strategies in the level of satisfaction repurchase intention and negative word-of-mouth spread intention; while “compliance with regulatory authority” and “admission of guilt” was seen as similar response strategies. In addition, this research wanted to know the moderating effect such as gender, product types and altruism on response to online negative word-of-mouth. The result indicated that only product types had the moderating effect on repurchase intention, but other parts had no moderating effect on this research.