An Empirical Study on the Impact of Negative Online Word-of-Mouth on Consumer's Purchase Intention

Luo, Hanyang; Huang, Wei; Chen, Chen; Xie, Kangqiang; Fan, Yingying

doi:10.1109/icsssm.2018.8465093

Cited by 5 publications

(6 citation statements)

References 10 publications

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“…Studies have found opposite outcomes on whether PWOM or NWOM intention causes a stronger impact (e.g. East et al, 2016;Luo et al, 2018). Almost all studies state the negative impact on consumers' purchasing intentions caused by NWOM intention, while there are some opposite opinions.…”

Section: Negative Word-of-mouth Intentionmentioning

confidence: 99%

“…Yu et al (2019) state that NWOM intention harms the brand attitudes and purchase intentions of consumers. Additionally, information intensity, quantity and quality of NWOM may enhance the effect on the intentions of consumers to buy the brand’s products (Luo et al , 2018). In comparison to positive word-of-mouth (PWOM), research has shown that consumers may participate more in NWOM (Yang and Mai, 2010) and NWOM intention lasts for longer (Hornik et al , 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

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Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?

Shen,

Zhao,

et al. 2024

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Purpose This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles. Design/methodology/approach The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires. Findings Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels. Research limitations/implications The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli. Practical implications This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity. Originality/value This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

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Section: Negative Word-of-mouth Intentionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?

Shen,

Zhao,

et al. 2024

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“…A greater quantity of eWOM signals positive social proof, exerting a favorable influence on purchase intention (Albayrak & Ceylan, 2021). Consumers tend to trust products or services with numerous positive reviews and high online visibility (Luo et al, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Electronic Word-of-Mouth on Consumer Purchase Intention and Brand trust in the Egyptian Market

Emad

2023

MSA-Management Sciences Journal

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This study aims to assessing the impact of Electronic Word of Mouth (eWOM) on consumer purchase intention and brand trust in the Egyptian market, and it was revealed through the integration of quantitative and qualitive data concerning the Egyptian market, by conducted an extensive survey via google forum involving 404 active online shoppers.The study indicated a compelling relationship between eWOM and purchase intention, with correlation coefficients ranging from 0.339 to 0.398, underscoring the considerable influence of eWOM dimensions on consumer decision-making. Also, that brand trust significantly moderates these relationships.

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“…In the recent times, electronic word of mouth [eWOM] has become more prominent and credible factor affecting consumer's perceptions [35][36] than any other marketing communication channels [37][38] Although the power of positive WOM has a considerable influence on consumer decision making process [39] but, previous research has also proved that negative WOM can also be influential in purchase decision process [40] as dissatisfied customers tend to report their experience more than those who are satisfied ones [41]. Previous studies have substantiated the fact that consumers perceive WOM as more trustworthy, convincing, and credible than traditional sources.…”

Section: Electronic Word Of Mouthmentioning

confidence: 99%

Predicting Factors Influencing Online Purchase Behavior among Indian Youth

2019

IJRTE

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To keep pace with the growing magnitude of the online retail platform in the Indian subcontinent, it has become crucial for e- retailers and marketers to decipher the key antecedents of customers’ purchase intention amongst the young Indian online customer. This study attempts to frame a conceptual model for finding the key determinants for online purchase intentions based on the data collected from 238 participants using the structured questionnaire method. Structured Equation Model was used on data collected to test hypothesizes of study. The study highlights that eWOM was the major contributing factor for Indian youth while shopping online This paper contributes to highlighting the importance of these factors and help e-marketers develop more customer specific marketing strategies to enhance the purchase intentions.

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An Empirical Study on the Impact of Negative Online Word-of-Mouth on Consumer's Purchase Intention

Cited by 5 publications

References 10 publications

Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?

Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?

The Impact of Electronic Word-of-Mouth on Consumer Purchase Intention and Brand trust in the Egyptian Market

Predicting Factors Influencing Online Purchase Behavior among Indian Youth

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