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

@inproceedings{Cheng2006NegativeWC,
  title={Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior},
  author={Simone C. L. Cheng and Terry C. Y. Lam and Cathy H. C. Hsu},
  year={2006}
}
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… CONTINUE READING

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