| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 103 === Word of Mouth has been regarded to have significant effect on communication, and the influence of negative word of mouth is more than positive word of mouth. Hence, it is crucial that realize what factors will influence consumers’ willingness on word of mouth. The popularity of social sites transforms the type of Internet which people use, and consequently influence the communication way of word of mouth. Although there are some researchers pay attention on traditional word of mouth and electronic word of mouth on social sites, we still have a limited understanding of how electronic word of mouth on social sites differs from traditional word of mouth. Therefore, this study proposes that the effect of social perceived risk and consumers’ need of self-affirmation on consumers’ willingness to offer negative word of mouth which differentiates between traditional word of mouth and electronic word of mouth on social sites.
This study conducted experimental design and questionnaire survey. The result of experiment reveal that social perceived risk are not significant in traditional negative word of mouth, but have significant effect on electronic negative word of mouth on social sites. And consumers’ need of self-affirmation is not significant neither in traditional negative word of mouth nor electronic negative word of mouth on social sites. The findings provide managerial implications for marketers to reduce the effect of consumers’ negative word of mouth on companies.
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