| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 105 === In the past study, many researchers focused on exploring the positive behavior of customers to maintain good customer relationship management to increase corporate profits, however, in 2013 several severe and shocking food safety fraud issues had occurred in Taiwan. Obviously, these crises wouldn’t be dealt well immediately, it not only break the trust between the corporations and customers, but also provoke many customers dysfunctional behaviors. Furthermore, these relational incident seriously affect the fundamental business reputation and it’s really hard to be fixed up in short time.
So in this study, we intend to take the Wei-chuan food safety incident for example, and try to combine distrust belief which has large impact on the distrust intention with expectation discrimination theory to explore the effect of customer negative behavior. The aims of this study are three essential parts. First, in order to better understand the customer dysfunctional behavior, we investigate three novel antecedents about trust and distrust beliefs, such as situational abnormality, suspicion, disposition to distrust, and we explore the relationship among trust, distrust and distrust intention. Second, we attempt to combine the negative expectancy discrimination theory and distrust beliefs, at last, we try to find out the connection among distrust intention and dissatisfaction and customer negative behavior, besides we even investigate the broader contagion carryover effect.
We conduct quantitative analysis of the questionnaires and test the hypotheses by using survey data on Facebook and PTT forums as a pretest. The main research tools were AMOS and SPSS. From the result of this study, we believe that our model mainly path toward DCB and generating carryover effects will significantly large influenced by consumers’ distrusting intention, dissatisfaction and distrusting beliefs. Research findings and managerial implications with future researches are discussed
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