When an individual experienced that the assumptions are different with the ones when he/she made decisions, and if the actual or imaginational current situations might be better given the information then, a kind of negative emotion named ¡§regret¡¨ emerges. Previous studies found that regret played similar roles in terms of satisfaction, repurchase behavior and intention of complain: regret lowers the satisfaction and repurchase behavior, and indirectly affects the intention of complain through low satisfaction. However, different results are found in the realm of willingness of word-of-mouth communications. Thus, this research combines the work of Zeelenberg & Pieters (2004a) and daily observations for the sake of discussing whether impression management factors causes consumers not to conduct negative word-of-mouth communications albeit regretting their previous decisions ¡V or even carry out positive word-of-mouth communications in extreme cases.
The study served scenario design as the main method. Experiment 1 was used in determining the relation between subjects¡¦ word-of-mouth communication behaviorsand their level of regret. The decision category ¡§switch and maintain¡¨ is an indicatorof the subjects¡¦ level of regret. The results indicate that when subjects perceive¡§higher level of regret if experienced¡¨ (i.e. the decision category of switch), theywould possess significantly higher level of effect in word-of-mouth communications then subjects in the other category.
The thesis added impression management in experiment 2, they are ¡udependence¡vand¡uself-monitoring¡v, in order to test whether would subjects be affected due to impression management behaviors in terms of the willingness to conduct negative word-of-mouth communications. The results indicate that whether the decision categories or level of experienced regret are served as the measurement of emotions, ¡§level of dependent¡¨ and ¡§level of self-monitoring¡¨ play significant harmonizing roles in communicating negative word-of-mouth information. Significant decrease of such willingness is found in the category of high level of dependent.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1022108-181200 |
| Date | 22 October 2008 |
| Creators | Kuo, Mei-ying |
| Contributors | Yi-ling Ling, Chi-cheng Wu, Jyun-ming Yang, Yi-heng Jhou |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1022108-181200 |
| Rights | not_available, Copyright information available at source archive |
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