ABSTRACT

The main purpose of this research is to examine the joint effects of error management, error locality, and individuals’ comparative optimism on consumers’ attitudes and intentions to spread negative word-of-mouth. To explore consumers’ reactions, a 2 (Error management: Yes vs. No) x 2 (Error locality: Focal vs. Competitor) x 2 (Comparative optimism: High vs. Low) experiment was employed. Results indicated that when the focal hotel is breached, individuals who are high on comparative optimism exhibit more positive attitudes and a lower level of intentions to spread negative word-of-mouth when error management is presented (vs. no error management). When a competitor is breached, people show similar levels of attitudes and behavioral intentions regardless of the conditions of error management. Findings of this research contribute to strategic planning and policymaking regarding information security.

摘要

本研究的主要目的是检验错误管理、错误定位和个人比较乐观对消费者传播负面口碑的态度和意图的联合影响。为了探索消费者的反应，采用了 2（错误管理：是与否）x 2（错误位置：焦点与竞争对手）x 2（比较乐观：高与低）实验。结果表明，当焦点酒店被破坏时，相对乐观的人表现出更积极的态度，并且在出现错误管理时（与没有错误管理相比）传播负面口碑的意图较低。当竞争对手被破坏时，无论错误管理的条件如何，人们都会表现出相似水平的态度和行为意图。