Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior

Abstract

The current research employed the Theory of Planned Behavior as a theoretical foundation to test the antecedents of negative word-of-mouth (WOM) communication intention. The hypothesized model proposed that attitude, subjective norm, and perceived behavioral control were associated with the negative WOM communication. The data and hypotheses were examined using structural equation modeling (SEM) by AMOS. Results from the maximum likelihood estimation showed that attitude, subjective norm, and perceived behavioral control were positively related to consumers’ negative WOM communication intention. Findings of this study demonstrated that the Theory of Planned Behavior is applicable in measuring consumers’ negative WOM communication.

Turistlerin Karar Verme Sürecinin Amaca Yönelik Davranış Modeli ile Değerlendirilmesi: Mevlana Şeb-i Arus Törenleri Örneği

“…Turizm sektöründe RET ve PDT ile yapılan bazı çalışmalar şunlardır; açık hava eğlence faaliyetleri seçimi (Ajzen ve Driver 1991), avlanma (Hrubes, Ajzen ve Daigle 2001;Rossi ve Armstong 1999), tatil yeri seçme (Cho 2008;Lam ve Hsu 2004Sparks 2007), seyahat etme (Sparks ve Pan 2009), otel seçimi (Buttle ve Bok 1996;Han, Hsu ve Sheu 2010;Kim ve Park 1997), toplantılara/kongrelere katılma (Lee ve Back 2007), bir tema parkı ziyaret etme bağlılığı ve ziyaret için daha çok para harcama (Bigne, Andreu, Gnoth 2005), bilgi arama (Erawan, Krairit ve Khang 2011) bir müzeyi ziyaret etme ve bu ziyareti başkalarına önerme (Yamada ve Fu 2012), işletme ile ilgili olumsuz duyurumda bulunma (Cheng, Lam ve Hsu 2006), seyahat şekli seçimi (Bamberg vd. 2003) ve e-iş teknolojilerini kullanma ve benimseme davranış-ları (Büyüker İşler 2008).…”

Customer relationship satisfaction and revenge behaviors: Examining the effects of power

“…These revenge behaviours are defined as a categorisation of actions performed by consumers in order to warn other consumers against the firm responsible, to cause harm to the firm or to gain closure surrounding the incident (Bougie et al, 2003;Cheng et al, 2006;Gregoire et al, 2010;Gregoire and Fisher, 2006). Two types of revenge behaviour, each with different antecedents, can be observed: Direct and indirect revenge (Gregoire et al, 2010).…”

“…Negative word of mouth is utilised in the hope of ruining the status of the firm, as well as, to warn others against the firm (Cheng et al, 2006;Gregoire and Fisher, 2006;Gregoire et al, 2010;Schoefer and Diamantopoulos, 2008). Patronage reduction, in turn, refers to the action taken by a customer to switch to a competing firm (Gregoire and Fisher, 2006;Roehm and Brady, 2007;Schoefer and Diamantopoulos, 2008).…”

“…Revenge behaviours are the actions that a consumer takes against a firm after service failure, with the intention to cause harm or get even with the firm (Cheng et al, 2006;Gregoire et al, 2010;Hibbard et al, 2001;Ward and Ostrom, 2006;Zourigg et al, 2009). Revenge behaviours are classified as either direct or indirect.…”

Improving Employees Behavior through Extension in Theory of Planned Behavior: A Theoretical Perspective for SMEs

“…Since an employee has propensity to assess the benefits and costs resulting from the behavior, before deciding to engage in it (Cheng et al, 2006) hence an employee is more likely to perform an action only when he has optimistic attitude toward a specific behavior (Ajzen, 1991;2002;Cheng, Lam, & Hsu, 2006;Han, Hsu, & Sheu, 2010).…”