Keywords
word of mouth, negative word of mouth, willingness of word of mouth communication, motivation
Abstract
In combination with the current network environment,this paper determines the influencing factors of consumers'negative EWOM intention,about emotional motivation,cognitive motivation and social motivation.The introduces the emotional of component and cognitive component of attitude,to enriches and improves the model of influencing factors of consumers negative EWOM intention.According to the research,the stronger the motivation of venting dissatisfaction,altruism,contact strength and social belonging,the stronger the willingness of consumers to spread negative EWOM,which has positive influence on consumers' emotional attitude and cognitive attitude.What' s more,image building is only positively correlated with cognitive attitude.Different components of consumer attitudes were also positively correlated with the willingness to transmit negative EWOM,and their mediating effects on the negative EWOM were also verified in the effects of venting dissatisfaction,altruism,connection strength,and social belonging.
DOI
10.16315/j.stm.2020.01.014
Recommended Citation
MO, Yan and ZHAI, Qian-nan
(2020)
"Research on intelligent technology progress-employment threshold effect in China,"
Journal of Science and Technology Management: Vol. 22:
Iss.
1, Article 13.
DOI: 10.16315/j.stm.2020.01.014
Available at:
https://jstm.researchcommons.org/journal/vol22/iss1/13
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
