Smart Grid and Internet of Things. 4th EAI International Conference, SGIoT 2020, TaiChung, Taiwan, December 5–6, 2020, Proceedings

Research Article

The Relationships Among Perceived Severity of Negative Publicity, E-Service Quality, Perceived Risk, and Advocacy Intention in Social Network Sites

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  • @INPROCEEDINGS{10.1007/978-3-030-69514-9_31,
        author={Chih-Hu Hsiao and Kuan-Yang Chen},
        title={The Relationships Among Perceived Severity of Negative Publicity, E-Service Quality, Perceived Risk, and Advocacy Intention in Social Network Sites},
        proceedings={Smart Grid and Internet of Things. 4th EAI International Conference, SGIoT 2020, TaiChung, Taiwan, December 5--6, 2020, Proceedings},
        proceedings_a={SGIOT},
        year={2021},
        month={7},
        keywords={Perceived severity of negative publicity Consumer satisfaction E-service quality Perceived risk Advocacy intention},
        doi={10.1007/978-3-030-69514-9_31}
    }
    
  • Chih-Hu Hsiao
    Kuan-Yang Chen
    Year: 2021
    The Relationships Among Perceived Severity of Negative Publicity, E-Service Quality, Perceived Risk, and Advocacy Intention in Social Network Sites
    SGIOT
    Springer
    DOI: 10.1007/978-3-030-69514-9_31
Chih-Hu Hsiao1, Kuan-Yang Chen2
  • 1: National Chiayi University
  • 2: National Taipei University of Nursing and Health Sciences

Abstract

Despite the importance of customers’ perception and behavior intention in online travel agency, there has been little theoretically research on perceived severity of negative publicity for tourism purposes. This study is based on the online comparison price website: Trivago, and explores the impact of consumer satisfaction, E-service quality, perceived severity of negative publicity and perceived risk on consumers’ advocacy intention to embrace after the impact of Trivago’s negative publicity. This research collected a total of 300 valid questionnaires, and verified the research results: E-service quality was positively related to consumer satisfaction and negatively related to perceived risk; perceived severity of negative publicity was positively related to perceived risk; consumer satisfaction mitigates the positively influence of perceived severity of negative publicity on perceived risk; perceived severity of negative publicity was negatively related to advocacy intention. When detailing the effect of perceived risk on advocacy intention, psychological risk, performance risk and financial risk were negatively related to advocacy intention; social risk and time risk were not negatively related to advocacy intention.