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URN etd-0803104-182713 Statistics This thesis had been viewed 4798 times. Download 4069 times. Author Wen-shuo Tsai Author's Email Address email@example.com Department Management Business Administration Year 2003 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 81 Title THE INFLUENCE OF NEGATIVE WORD-OF-MOUTH ON CONSUMER PURCHASE DECISION. Keyword Word-of-mouth WOM Strength of relationship Strength of NWOM NWOM Involvement Disseminator’s expertise Disseminator’s expertise Involvement NWOM Strength of NWOM Strength of relationship WOM Word-of-mouth Abstract This research is to investigate negative word-of-mouth（NWOM）effect. Negative word-of-mouth means that, when consumers have dissatisfying purchasing or using experiences to a product or service, the process to tell others the dissatisfying experiences and to suggest others not to purchase or use this product.
This research is to discuss the influence of「Strength of negative word-of-mouth」、「Disseminator’s expertise」 and 「Strength of relationship」on consumer purchase decision, and this study also discusses how「Involvement」play as a moderator on the negative effect. Data for the study were obtained by questionnaires, completed by 204 students of Management and Design College of Tatung University. The questionnaires asked respondents to recall past experiences in regarding to purchase behavior affected by NWOM before answering the questions.
The results reveal that 「Strength of NWOM」,「Disseminator’s expertise」 and 「Strength of relationship」 would affect the consumer purchase decision; the stronger the strength of NWOM is, the more influential it is on consumer purchase behavior; the higher the information disseminator’s expertise is, the more influential it is on consumer purchase behavior; and the greater the relationship strength is, the more influential it is on consumer purchase behavior. Involvement plays a moderator role between negative effect and consumer purchase decision. Involvement has a negative correlation consumer purchase decision, the higher the involvement is, the lower the influence of the negative information on the purchase decision is.
Advisor Committee Ming-chuan Pan - advisor
Kun-huang Yeh - co-chair
Wen-chueh Hsieh - co-chair
Files Date of Defense 2004-07-21 Date of Submission 2004-08-03