The Influence of UGC on Consumers' Information Process on Service Failure

@article{Chung2012TheIO,
  title={The Influence of UGC on Consumers' Information Process on Service Failure},
  author={Te-Lin Chung},
  journal={IJESMA},
  year={2012},
  volume={4},
  pages={32-47}
}
This study explores the influence of user-generated content (UGC) on consumers’ post-purchase information process when a service failure occurs. Fairness theory, which regards counterfactual thinking (CFT) and judgments of blame as two key constructs in processing negative experiences, is applied in this study. In a scenario-based experimental study, the presence of UGC (positive, negative, or not presented), and the transaction medium (online or offline) were manipulated. This study… CONTINUE READING