Work

Flash sales: how consumers’ emotional responses to negative word-of-mouth affect diagnosticity and purchase intentions

Year: 2023

Type: article

Abstract: Using information–cognition–intention model and by comparing emotional and rational negative word-of-mouth (nWOM), this study considered nWOM’s role in online flash sales by examining whether consumers would find nWOM diagnostic and lower purchase intentions during flash sales. Partial least squares analysis of 308 questionnaires (150 for emotional and 158 for rational nWOM) revealed that worry, skepticism, and optimism emotions resulting from reading nWOM played a more limited than those of gratitude. Perceived diagnosticity of rational nWOM dampened while emotional nWOM did not dampen purchase intentions. Hence, nWOM content influenced whether nWOM acted as a brake on purchase intentions.

Source: Service Business

DOI: 10.1007/s11628-023-00549-5

Authors: Wee-Kheng Tan, Po-Yen Chen

Institution: National Sun Yat-sen University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $2,890

OpenAlex ID: W4389045633