An Empirical Study: The Effects of Individual Factors on Online Negative Word of Mouth Behavior
With the rapid development of e-commerce, how to manage the online negative word of mouth has become increasingly important business issue. The study build a theoretical model arming to examines the influence of some individual factors affecting online negative word of mouth behavior including selfconfidence, social responsibility, positive attitudes towards complaining and positive attitudes towards ecommerce. And the structural equation model was used to carry out empirical study of mechanism from individual factors to online negative word of mouth behavior. The results reveal that the four individual factors have a direct and positive effect on online negative word of mouth behavior. Positive attitude towards e-commerce has negative effects on online negative word of mouth behavior and a regulatory role on the repeat purchase behavior.
Word of Mouth Individual Factors Online Negative Word of Mouth E-commerce
SHA Zhenquan CHEN Gang
School of Business and Management, South China University of Technology, P.R.China, 510640
国际会议
The 5th International Conference on Management Technology(2010年第五届太原技术管理国际研讨会)
太原
英文
287-291
2010-08-20（万方平台首次上网日期，不代表论文的发表时间）