Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior

Simone Cheng, Terry Lam, Cathy Hui-chun Hsu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

163 Citations (Scopus)

Abstract

The current research employed the Theory of Planned Behavior as a theoretical foundation to test the antecedents of negative word-of-mouth (WOM) communication intention. The hypothesized model proposed that attitude, subjective norm, and perceived behavioral control were associated with the negative WOM communication. The data and hypotheses were examined using structural equation modeling (SEM) by AMOS. Results from the maximum likelihood estimation showed that attitude, subjective norm, and perceived behavioral control were positively related to consumers' negative WOM communication intention. Findings of this study demonstrated that the Theory of Planned Behavior is applicable in measuring consumers' negative WOM communication.
Original languageEnglish
Pages (from-to)95-116
Number of pages22
JournalJournal of Hospitality and Tourism Research
Volume30
Issue number1
DOIs
Publication statusPublished - 1 Jan 2006

Keywords

  • attitude
  • negative word-of mouth communication
  • perceived behavioral control
  • subjective norm
  • Theory of Planned Behavior

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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