頁籤選單縮合
題名 | 情緒發洩、報復與利他:服務失誤後之線上負面口碑=Emotional Episode, Retaliation and Altruism: Negative Online Word-of-mouths after Service Failure |
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作者 | 汪志堅; 吳宜環; | 書刊名 | 臺大管理論叢 |
卷期 | 24:1 2013.12[民102.12] |
頁次 | 頁173-205 |
分類號 | 496.7 |
關鍵詞 | 負面口碑; 情緒; 服務失誤; Negative word-of-mouth; Emotion; Service failure; |
語文 | 中文(Chinese) |
中文摘要 | 本研究探討消費者在遭遇服務失誤後,產生的情緒對線上負面口碑傳播之影響。本研究共進行四次實證研究,實證研究結果顯示,服務失誤後,失望情緒會產生基於幫助/ 警告他人的利他口碑傳播意圖,以希望其他人能免受同樣的遭遇;生氣情緒則會讓消費者產生懲罰業者的心態,基於報復意圖而散佈負面口碑;此外,本研究發現報復人格特質和報復口碑傳播意圖有顯著正相關。 |
英文摘要 | This research focuses on the influence of emotions and intentions on consumer negativeword-of-mouth (WOM) communications when service failure occurred. The paperconducted four empirical studies to examine the relationship between emotions, intentions,personality trait and negative WOM communications. The results revealed that thedisappointed customers were usually with altruism intention, and would with higherintention to help/warn others; whereas consumers with a higher level of anger had morerevenge intention to engage in negative WOM after service failure. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。