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Influences of Online Negative Word of Mouth on Purchase Intention

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  • Yi-Fen Chen

    (Department of International Business, Chung Yuan Christian University, Taoyuan City, Taiwan)

  • Chia-Wen Tsai

    (Department of Information Management, Ming Chuan University, Taipei, Taiwan)

  • Yi-Che Chaung

    (Department of International Business, Chung Yuan Christian University, Taoyuan City, Taiwan)

Abstract

This study presents two experiments that examine the influence of electronic negative word of mouth (e-NWOM). Experiment 1 investigated perceived credibility based on 2 (product awareness: high / low) × 2 (strength of WOM: high / low) × 2 (product type: search good / experience good). Experiment 2 investigated purchase intention based on 2 (product utility: high / low). The experiments involved 530 people from Taiwan. The results indicated that high product awareness and weak e-WOM have less influence on consumer perceived credibility of the e-WOM. E-NWOM for a search good has less influence on consumer perceived credibility than for an experience good. The results also indicated that high utility of products increase sales.

Suggested Citation

  • Yi-Fen Chen & Chia-Wen Tsai & Yi-Che Chaung, 2019. "Influences of Online Negative Word of Mouth on Purchase Intention," International Journal of E-Adoption (IJEA), IGI Global, vol. 11(1), pages 1-11, January.
    • Handle: RePEc:igg:jea000:v:11:y:2019:i:1:p:1-11
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEA.2019010101
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    Cited by:

    1. Wei Zhang & Linhui Sun & Xinping Wang & Anbo Wu, 2022. "The influence of AI word‐of‐mouth system on consumers' purchase behaviour: The mediating effect of risk perception," Systems Research and Behavioral Science, Wiley Blackwell, vol. 39(3), pages 516-530, May.

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