The relationship between electronic word-of-mouth, customer loyalty and resistance to innovation

被引:0
作者
Sun, Yang [1 ]
Ding, Wenmei [1 ]
Wang, Xuhui [2 ]
Ren, Xiaoxue [2 ]
Purwanegara, Mustika Sufiati [3 ]
机构
[1] Northeastern Univ, Sch Business Adm, Dept Mkt, Shenyang, Peoples R China
[2] Dongbei Univ Finance & Econ, Sch Business Adm, Dalian, Peoples R China
[3] Inst Teknol Bandung, Sch Business & Management, Bandung, Indonesia
关键词
Received negative e-WOM; Resistance to innovation; Customer loyalty; Sharing of negative e-WOM; NEGATIVE E-WOM; SOCIAL MEDIA; ADOPTION; IMPACT; BRAND; PRODUCT; ONLINE; SELF; CONVERSATIONS; CONSEQUENCES;
D O I
10.1108/APJML-07-2023-0624
中图分类号
F [经济];
学科分类号
02 ;
摘要
PurposeThe study aims to construct a model that illustrates the relationship between receiving and sharing negative electronic word-of-mouth (e-WOM), consumer resistance to innovation (CRI), and customer loyalty.Design/methodology/approachUtilizing questionnaire surveys and regression model analysis, this study examines the case of smartphones to explore the impact of customer loyalty and CRI on the spread of negative e-WOM.FindingsThe results show that when consumers receive negative e-WOM, it increases their resistance to innovation, consequently raising the probability of them sharing this negative feedback. However, strong customer loyalty mitigates this interaction. Interestingly, customer loyalty increases the likelihood of consumers sharing negative e-WOM upon receiving it. This suggests that loyal consumers tend to be more inclined to share information, regardless of its positivity or negativity.Originality/valueThe paper contributes by examining the mechanisms linking the receipt and dissemination of e-WOM, CRI, and customer loyalty, along with the moderating impact of customer loyalty.
引用
收藏
页码:3427 / 3445
页数:19
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