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Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior

The Hong Kong Polytechnic University, mksimone{at}cityu.edu.hk

Terry Lam

The Hong Kong Polytechnic University, hmterry{at}polyu.edu.hk

Cathy H. C. Hsu

The Hong Kong Polytechnic University, hmhsu{at}polyu.edu.hk

The current research employed the Theory of Planned Behavior as a theoretical foundation to test the antecedents of negative word-of-mouth (WOM) communication intention. The hypothesized model proposed that attitude, subjective norm, and perceived behavioral control were associated with the negative WOM communication. The data and hypotheses were examined using structural equation modeling (SEM) by AMOS. Results from the maximum likelihood estimation showed that attitude, subjective norm, and perceived behavioral control were positively related to consumers’ negative WOM communication intention. Findings of this study demonstrated that the Theory of Planned Behavior is applicable in measuring consumers’ negative WOM communication.

Key Words: negative word-of mouth communication • attitude • subjective norm • perceived behavioral control • Theory of Planned Behavior

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