| dc.description.abstract | This study explores the role of perceived price (i.e. the price perceived by
customers as expensive, cheap, or normal) as a factor influencing customers' negative
electronic word-of-mouth (eWOM) intention when they make online purchases but fail
to receive product that have quality similar to what they expected. Additionally, the
research investigates whether predictive quality expectation (the expectation formed
during the pre-purchase phase), and gender serve as mediating and moderating
variables, respectively, in this process.
To examine these matters, the study employed Expectancy-Disconfirmation
theory of Oliver (1980) and quantitative approach, utilizing an online questionnaire
completed by 359 valid respondents. The analysis leveraged various techniques within
the SPSS 20 and SmartPLS 4 software platforms to investigate the descriptive statistics,
and to test reliability, validity, and most importantly, the hypotheses. The research
findings demonstrate that the relationships depicted in the proposed model, linking
perceived price to negative eWOM intention, are all supported and exhibit a positive
impact. This indicates that perceived price has a significant influence on customers'
negative eWOM intention when they are dissatisfied with their online purchase.
In conclusion, the knowledge gained from this study advances the
comprehension of eWOM, particularly negative eWOM intention and offer valuable
implications for online retailers and marketing practitioners seeking to mitigate the risk
of negative eWOM and enhance customer satisfaction and loyalty for their businesses. | en_US |
