An examination of negative e-WOM adoption: Brand commitment as a moderatorDecision Support Systems

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Authors
Hsin Hsin Chang, Li Hsuan Wu
Year
2014
DOI
10.1016/j.dss.2013.11.008
Subject
Information Systems and Management / Information Systems / Management Information Systems

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M re wo as ons cre tion ity. tio uni ication t in e-c mers th unpre red to purcha ages ag ited becausemessage resolve this issue, this rds causal attributions ans that information

Decision Support Systems 59 (2014) 206–218

Contents lists available at ScienceDirect

Decision Supp .eerally suspect the credibility of both positive and negative e-WOM information because of a lack of personal knowledge about the motivations of unseen strangers [10]. However, Yoo et al. pointed out that, online shopreceivers will form attitudes toward the message writer (perceived as source credibility) on the basis of causal inferences they have made, and their attitude will then have an influence on the effectiveness oftant resources by which consumers seek product or service quality information [19]. However, why consumers are willing to believe and accept e-WOM messages shared by strangers is an interesting issue to both researchers and practicians, especially negative e-WOM. Consumers genistics related to themessage source are always lim writers can enjoy a certain level of anonymity. To study further adopts attribution theory and rega as a concept of source characteristics. This meIn the online communication environment, consumers can view e-WOM information frommany platforms, such as blogs, search engines, virtual communities, and consumer review systems, among others. Gu et al. pointed out that online consumer reviews (i.e., e-WOM) are imporpeople will be influenced by three components: message, source, and receiver. In online communication platforms, information receivers are directly affected by the received message; factors such as consensus and vividness will influence receivers' perceptions, whereas character-pers are much more sensitive to negative e-WO ⁎ Corresponding author at: Dept. of Business Admini

University, 1 University Road, Tainan City 70101, Taiwan.

E-mail address: easyhhc@mail.ncku.edu.tw (H.H. Chan 0167-9236/$ – see front matter © 2013 Elsevier B.V. All ri http://dx.doi.org/10.1016/j.dss.2013.11.008ainst a company may be e of potential consumers ny's reputation. also called the Yale model, is adopted for the purpose of examining whether consumers are affected by negative e-WOMmessages.

The Yale model proposed that in the entire communication process, easily and rapidly distributed to a high volum [9], which in turn causes damage to the compa1. Introduction

The popularity of online commun mouth (e-WOM) has become importan produce information for potential custo [15]. E-WOM communications possess speed of diffusion [11]. Especially compa e-WOM will have a strong impact on pointed out that online complaint messbility policies in order to mitigate the effect of negative e-WOMmessages. © 2013 Elsevier B.V. All rights reserved. and electronic word-ofommerce, both of which at lead to a sense of trust cedented scalability and positive e-WOM, negative se decisions. Chang et al. information ismore diagnostic and informative than positive information and thus is weightedmore heavily in judgments than is positive information [4].

To judge the degree to which consumers are affected by negative e-WOM messages, this study uses information credibility and negative e-WOM adoption as the two outcome variables. If consumers believe and adoptwhat is said in themessage, the possible effectswill be changes in their attitudes, beliefs, and actions. Thus, a message learning approach,commitment, theymust establish brand commitment through marketing activities and corporate social responsiSource credibility construct their own commAn examination of negative e-WOM adopt a moderator

Hsin Hsin Chang ⁎, Li Hsuan Wu

Department of Business Administration, National Cheng Kung University, Taiwan a b s t r a c ta r t i c l e i n f o

Article history:

Received 26 May 2013

Received in revised form 6 October 2013

Accepted 28 November 2013

Available online 7 December 2013

Keywords:

Attribution theory

Brand commitment

Electronic word-of-mouth (e-WOM)

This study combines the Yale receiver characteristics, and whether negative messages study that adopted Starbucks results indicated that both c and perceiving information as

Additionally, external attribu not with information credibil not on negative e-WOM adop j ourna l homepage: wwwM [53] because negative stration, National Cheng Kung

Tel.: +886 6 2084478. g). ghts reserved.n: Brand commitment as odel and Attribution Theory to examine the interaction among message, source, ceiver perceptions of information credibility. Receivers were examined as to uld influence their perception and actual adoption. This was an experimental the research context. 502 valid questionnaires were collected. The data analysis ensus and vividness led to information receivers forming external attributions dible; receiver brand commitment had amoderating effect on both relationships. s about writers had a positive and direct relationship with source credibility but

Source credibility had a positive influence on receiver information credibility but n. Based on the results and findings, this study suggested that companies should cation platform to collect negative consumer comments. In terms of brand ort Systems l sev ie r .com/ locate /dssthe message. In addition, Ahluwalia et al. proposed that prior consumer characteristics, such as brand commitment, will affect their processing and also the impact of negative publicity [1]. Thus, to investigate the interactions among message, source, and receiver, this study regards brand commitment as a receiver characteristic that also plays an important role in the communication process. 207H.H. Chang, L.H. Wu / Decision Support Systems 59 (2014) 206–218Within the context of online communication or negative e-WOM, there are several research gaps that previous studies have not addressed. First, the Yale model can be viewed as a basic model in the communication field; however, it has typically been adopted in the offline environment, and there have been few studies extending the