An examination of negative e-WOM adoption: Brand commitment as a moderator

An examination of negative e-WOM adoption: Brand commitment as a moderator

0.00 Avg rating—0 Votes
Article ID: iaor20141915
Volume: 59
Start Page Number: 206
End Page Number: 218
Publication Date: Mar 2014
Journal: Decision Support Systems
Authors: ,
Keywords: decision, behaviour, e-commerce, internet
Abstract:

  • How consumers were influenced by a negative e‐WOM message.
  • Combining the Yale model and attribution theory on negative e‐WOM adoption.
  • Persuasions of information & source credibility on negative e‐WOM adoption.
  • Moderating effects of brand commitment on negative messages attributions.

    • Reviews

    Required fields are marked *. Your email address will not be published.