The Research of NDJ Effects, Tie Strength, Negative eWOM Transfer Intention and Purchase Behavior –A Case Study of Pxmart

• Main Authors: Shih-Haro Liu, 劉士豪
• Other Authors: Chih-Hui Hsiao
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/x5wq94

碩士 === 國立嘉義大學 === 管院碩士在職專班 === 105 === With the current changes in consumer behavior, the scale of the chain supermarket is growing, according to the internet, a variety of exchanges of the information pattern of electronic word-of-mouth(eWOM) more and more amount. In this study, for explore NDJ effect caused by the establishment of negative brand recognition, for other online community media(Kucuk, 2010)。Many studies have confirmed that anti-brand activity does have a relationship between consumer attitudes and buying behavior (Hollenbeck & Zinkhan, 2006；Palazzo & Basu, 2007)。Contact strength will provide others with a certain degree of positive relationship, Winterich (2009) and other scholars suggested that men have more self-blame the idea, and women are more sense of responsibility, will automatically contribute. In this study, the relationship between NDJ effect, negative eWOM transmission intention, purchase behavior and contact strength four variables is discussed. Besides, this study also explores the interference effect of the link strength on the negative electronic word of mouth transmission under the action of NDJ. In this study, two hypotheses were used to design the experiment in three scenarios. In hypothesis 1, we look at the relationships between NDJ effect, negative electronic word-of- mouth (eWOM) and purchase behavior. In hypothesis 2, we look at the relationship strength (strong and weak) NDJ effect on the negative eWOM will not interfere with the role of the subjects will be assigned to the situation two with the transfer of three experimental questionnaires. The results demonstrate the (1) NDJ effect has a positive effect on the willingness to share the negative eWOM. (2) Negative eWOM significantly reduces customer’s intention to purchase; (3) NDJ effect has a negative impact on purchase behavior; (4) NDJ effect through the negative eWOM has intermediary effects on the purchasing behavior; (5) The intensity of contact between the commenters an the recipients of the messages does not interfere with the effects of the NDJ effect on the negative eWOM; and (6) when the intensity of contacts is strong, the relationship between the NDJ effect and willingness to share the negative eWOM will be enhanced.