儘管先前的學術研究曾探討過線上購物與網路口碑之間的關係，但對於線上購物購買失誤與網路口碑之間的關係仍鮮少被探討，特別是在購買失誤之後，消費者產生的網路口碑。 本研究透過實驗性研究設計，探索線上購物的購買失誤和口碑評價之間的關係。值得注意的是，本研究進一步探討因購買失誤而增加或減少負面口碑的潛在因素，例如，廣告類型（環保與非環保廣告），意見領袖，平台類型（人際關係），以支持何種邊界條件加劇/減弱了購買失誤和負面口碑之間的關係。結果顯示，在購買失誤的情況下，相對於非環保廣告，消費者對於環保廣告會表現出較高的負面口碑分享意圖。此外，與尋求意見者相比，意見領袖更有可能在經歷購買失誤後分享負面口碑。最後，結果顯示，與在購買失誤下，與陌生人相比，消費者與朋友分享的負面口碑的意圖更高。本研究提供了學術意涵和管理意涵，供後續研究者參考。

While prior scholastic work has explored the connection between online/digital shopping and word of mouth, there has been a lack of focus on the relationship between online/digital purchase mistakes and WOM, specifically, what kind of WOM (WOM valence) consumers generate after they made purchase mistake. Using an experimental research design, the current research uncovers the relationship between digital shopping related purchase mistakes and WOM valence. Notably, the current work highlights factors that increase or decrease NWOM after purchase mistake, such that the author examine ad types (green vs non – green ad), opinion leadership, platform type (interpersonal closeness) to demonstrate boundary conditions which intensify the relationship between purchase mistake and NWOM. Interestingly, the result revealed that in the case of purchase mistake, consumers express higher tendency to share NWOM when green ad(vs non – green ad) is shown. In addition, surprisingly, compared to the opinion seekers, opinion leaders are more likely to share NWOM after purchase mistake. Finally, the result shows that consumers share more NWOM with friends compared to strangers after purchase mistake. Theoretical contributions and marketing implications are discussed.

Contents

Thesis Validation letter ………………………………………………………………… i
Acknowledgements………………………………………………………………………… ii
摘要 …………………………………………………………………………………………iii
Abstract ……………………………………………………………………………………. iv
1. Introduction …………………………………………………………………………1
2. Literature review …………………………………………………………………… 5
2.1 Traditional word of mouth (WOM) …………………………………………….. 5
2.2 eWOM ……………………………………………………………………………6
2.3 Purchase mistake …………………………………………………………………7
2.4 Attribution and consumer behavior ………………………………………………8
2.5 Attribution in green ads …………………………………………………………. 9
2.6 The role of interpersonal closeness ……………………………………………. 10
2.7 The role of opinion leadership …………………………………………………. 12
3. Experimental studies ………………………………………………………………. 15
3.1 Study 1 ………………………………………………………………………….15
3.2 Study 2 ………………………………………………………………………… 18
3.3 Study 3 …………………………………………………………………………. 21
4. Conclusion …………………………………………………………………………. 26
5. Reference …………………………………………………………………………… 30
Appendix ……………………………………………………………………………….. 37

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