Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory

By Manish Talwar, Shalini Talwar, Puneet Kaur, A. K. M. Najmul Islam, Amandeep Dhir. 2020

198 citations recorded by the source corpus.

Abstract Prior research has not systematically investigated the enablers and inhibitors in conjunction to measure consumer behavior toward mobile wallets (m-wallets), focusing either on the adoption or the resistance perspective only. Similarly, antecedents and consequences of the dichotomous nature of word of mouth for m-wallets have also remained obscure so far. The present research proposes to address this void in the accumulated learnings by examining both enablers and inhibitors of mobile wallets (m-wallets) as antecedents of valence of word of mouth (positive and negative; PWOM and NWOM, respectively). Grounded in Dual Factor Theory, this study aims to explore consumers’ continued use intentions resulting from the WOM valence. The findings reveal that enablers (perceived information quality, perceived ability, and perceived benefit) drive PWOM, while the inhibitors (perceived cost, perceived risk, and perceived uncertainty) spur NWOM. Furthermore, the results show that only PWOM drives the continuance intentions of m-wallet users. Therefore, the study proves that the antecedents of PWOM are different from those of NWOM.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c57ee74f40f61f1caad07e623d171b72cf0f0d87

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In Information Systems and Management

1. Shalini Talwar
2. Puneet Kaur
3. Amandeep Dhir

In Organizational Behavior and Human Resource Management

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. Mototaka Sakashita

In Sociology and Political Science

1. Shalini Talwar
2. Amandeep Dhir
3. Puneet Kaur
4. Mototaka Sakashita
5. Sushant Kumar
6. Arunima Shah

Citations in the corpus

• Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan (2021, methodology): “After ascertaining the data suitability, we analysed the data in SPSS and AMOS using the two-step process, which has been applied by many recent studies (e.g., Kaur et al., 2021; Talwar et al., 2020).”
• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “On the other hand, Talwar et al. (2021a) revealed that the economic and experience barriers faced during the pandemic reduced the trust of users in FDAs, which, together with the efficiency barriers, led the users to spread negative word of mouth against them.”