The Influence of Negative Electronic Word-of-Mouth on Consumer Switching Intention: The Moderating Effect of Brand Trust

• Main Authors: Li,Houhsien, 李後賢
• Other Authors: Wu,Henghui
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/15084336062651188479

碩士 === 靜宜大學 === 企業管理學系 === 101 === Consumer switching behavior is often discussed in recent years. Past research on consumer switching behavior, mostly focused on the dissatisfied customer will switching, the effects of customer complaints and negative Word-of-Mouth on consumer switching behavior. Ignore discuss consumer perceptions of self subjective factors. This study added the consumer perception of brand trust to complement previous research gap. This study used 2 (the strength of negative Word-of-Mouth: strong vs. weak) x2 (the quantity of negative Word-of-Mouth: many vs. less) x2 (brand trust: high vs. Low), between-subject and multifactor experimental design to affect Consumer switching behavior. From research result: (1) The strength of negative Word-of-Mouth will increase consumer brand switching intention. (2) The quantity of negative Word-of-Mouth will increase consumer brand switching intention. (3) Brand trust will moderate the effect of the strength of negative Word-of-Mouth on the consumer brand switching intention. That mean high brand trust will reduce the effect of the strength of negative Word-of-Mouth on the consumer brand switching intention. (4) Brand trust will moderate the effect of the quantity of negative Word-of-Mouth on the consumer brand switching intention. That mean high brand trust will reduce the effect of the quantity of negative Word-of-Mouth on the consumer brand switching intention. The results of this study in the academic contribution, in addition to cover gaps in consumer switching behavior and once again proven commitment - trust theory. Found that brand trust actually moderate the effect of negative Word-of-Mouth on brand switching intention. In practice areas, companies not only to find ways to reduce the emergence of negative Word-of-Mouth but also to increase the brand trust of existing customers to companies. Reducing the consumer brand switching behavior.