Earticle

초록

영어

Word-of-mouths (WOMs) are now an important information source for purchase decision. Due to the advance in internet technology, people now can share online their consumption experience, both positive and negative, to others. The WOMs may diffuse to not only their friends but also enormous online users. When consumers dissatisfy the product or service, they may share the dissatisfactory experience to others as WOM, which may bring out discussions for the product or service. The discussions on the negative WOM may help to communicate the negative information to enormous others, which may damage the sale of the product or service. The diffusion and life cycle of negative WOM is an important issue for managers. However, few studies focus on it. Thus, the current study focuses on the discussion pattern and life cycle of negative WOMs by observing the 782 discussion articles in a large online community.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1 WOM
  2.2 Service failure
 3. Methodology
  3.1 Data collection
  3.2 Sample
  3.3 Content Analysis
 4. Data Analysis
  4.1 Negative WOMs life cycle
  4.2 Service Failure Categories
  4.3 WOM Discussion and Diffusion
 5. Summary
 References

키워드

저자

• Chih-Chien Wang [ Professor, Graduate Institute of Information Management, National Taipei University ]
• Pei-Hua Wang [ Master Student, Graduate Institute of Information Management, National Taipei University ]
• Yann-Jy Yang [ Assistant Professor, Department of Business Innovation and Development, MingDao University ]
• Yolande Y. H. Yang [ Assistant Professor, Department of Business Administration, National Taipei University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005