The effects of perceived risk on the word-of-mouth communication dyad

被引：31

作者：

Lin, Tom M. Y. ^{[1
]}

Fang, Cheng-Hsi ^{[1
]}

机构：

[1] Natl Taiwan Univ Sci & Technol, Dept Business Adm, Taipei 10607, Taiwan

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2006年 / 34卷 / 10期

关键词：

word of mouth; advice giving; recommendation; risk; psychological; financial;

D O I：

10.2224/sbp.2006.34.10.1207

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

This study examined the effects of perceived risk on the sender and the receiver of word-of-mouth (WOM) communication. Regression analysis of 675 questionnaires administered in Tidwan metropolitan areas confirmed that financial risk and performance risk have significant positive effects on WOM's influencing of the receiver's purchase decision, whereas social risk and psychological risk have significant positive effects on the sender's intention of WOM spread. Product familiarity was identified as a moderator of the relationship between expected performance risk and WOM spread. There was a negative relationship between expected performance risk and WOM spread when people were unfamiliar with the product.

引用

页码：1207 / 1216

页数：10

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