Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)
- Volume 16 Issue 5
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- Pages.615-622
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- 2006
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- 1225-6781(pISSN)
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- 2288-8802(eISSN)
Assessing the Mediating Effects of the Factors on the Relationships between Customers' Past Behavior and Negative Word-of-Mouth Intention in Western Restaurant
서양 음식점에 대한 고객들의 과거 행동과 부정적인 구전 행동 의도의 관계에 미치는 매개 효과 평가
- Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
- Pyo, Gil-Taek (Dept. of Cooking Science, Sunchon National University)
- Published : 2006.10.31
Abstract
The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.
Keywords
- Past behavior;
- attitude;
- subjective norm;
- perceived behavioral control;
- negative word-of-mouth;
- mediator