ファン　タン　ロン   PHAM Tam Long    所属   立命館アジア太平洋大学  国際経営学部    職種   助教
言語種別	英語
発行・発表の年月	2025/04/21
形態種別	論文（学術誌・プロフェショナル誌）
査読	査読あり
標題	The Role of Prior Attitude and Consumption Orientation in Consumer Response to Unfair Negative Word of Mouth
執筆形態	分担
掲載誌名	International Journal of Consumer Studies
掲載区分	国外
出版社・発行元	Wiley
巻・号・頁	49(3)
著者・共著者	Ryo Sakiyama, Ziyuan Wang, Wirawan Dony Dahana, Long Tam Pham
概要	This study explores how the perceived unfairness of negative word of mouth (NWOM) leads to favorable attitudes toward a product using a model that accounts for the mediation of empathy. We extend the literature by including the influence of prior attitude and consumption orientation (utilitarian or hedonic) in the framework. Three experimental studies with different degrees of unfairness are conducted to calibrate the model using the multigroup structural equation modeling (MGSEM) approach. We confirm that perceived unfairness evokes empathetic responses in NWOM receivers. The latter subsequently induces favorable post attitudes toward a product but only for highly unfair NWOM. Furthermore, prior attitude reinforces this effect by increasing empathy. However, consumption orientation does not appear to affect the above relationships significantly. The implications for eliciting benefits from NWOM are discussed. (SCOPUS Q1, JCR Q1, ABDC A, ABS 2, IF:9.9)