The Positive Effect of Negative Word-of-mouth on Consumers Purchase Intention Towards Experience Goods

摘要：

　　The purpose of the present study is to examine the positive effect of negative word-of-mouth on consumers purchase intention towards an experience good.By introducing consumers need for closure as a moderator, the results of two situation-based experiments reveal that negative word-of-mouth of a well-known experience good would increase the purchase intention of consumers with a high-level need for closure (Vs.a low-level need for closure);the same effect would not happen to an unknown experience good;and the positive effect of negative word-of-mouth on the purchase intention of consumers with a high-level need for closure towards a well-known experience good only happens in the case of negative word-of-mouth for the first time (Vs.the second time).The findings contribute to the literature on online review and word-of-mouth from a new perspective.

关键词： negative word-of-mouth need for closure product type time experience goods

作者: Cheng-Yue Yin Meng-Ran Li

作者单位: School of Business, Northeast Normal University, Changchun, 130117, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 224-228

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）