臺灣博碩士論文加值系統

回顧過去創新產品的擴散過程研究，學者的研究都從企業角度及正向觀點來看待創新產品的擴散過程，鮮少有透過使用者的角度及負面觀點來看待整個創新產品在擴散過程中的障礙及創新產品使用者報復行為的形成。本研究採用三成份態度模型結合使用者的報復行為架構本研究模型，探討認知歸因、情感、報復意圖與報復行為的一系列過程。並透過觀察不同類型使用者，對於產品缺失的認知、歸責、情感與報復行為之間的差異與影響。
本論文研究對象為臺灣地區曾經使用過中華電信隨選視訊至少三個月以上的使用者，共收集1120份問卷，並利用結構方程模式進行相關分析。研究結果證實：(1)不同特質的使用者，存在認知、情緒與行為間的差異；(2)缺失會因歸因結果的對象不同，產生內、外向兩種不同負面情緒反應；(3)責任歸因與報復意圖間存在直接路徑，但情感變數(憤怒、懊悔)為責任歸因與報復慾望的中介變數；(4)負向情緒與報復行為間，存在中介變數報復慾望(意圖)；(5) 情感因面向的不同未必對行為意圖產生影響；(6)使用者普遍採取兩種以上的報復行為。

In the previous researches of diffusion of innovation product, most of the scholars studied this issue from the business perspective and the positive point of view. There are few of researches to study this issue from the negative perspective and user's point of view. This research investigates the series of processes of the cognitive attribution, emotion, desire of revenge and retaliation action by using the tricomponemt attitude model and combining user's retaliation action framework. The aim of this research is to study the different relationships among cognition, blame attribution, emotion and retaliation action between different types of user.
The respondents of this study are Chunghwa Telecom VOD users who have used VOD for at least three months in Taiwan. 1120 questionnaires are collected and the structural equation modeling is adoped for statistical analysis. The results show that: firstly, different characteristics of users have different cognition, emotion and behav-ior. Secondly, the inward and outward negative emotion will be generated due to dif-ferent respondents. Thirdly, there is a direct path exists between blame attribution and desire of revenge, however, the emotional variables (anger, regret) are the mediating variables between blame attribution and the desire of revenge. Fourthly, the desire of revenge is the mediating variable between the negative emotions and retaliation action. Fifthly, different emotions have different impacts on desire of revenge. Sixthly, users may take more than one type of retaliation action.

致謝 iii
中文摘要 iv
Abstract v
目錄 vii
圖目錄 ix
表目錄 x
第一章緒論 1
第一節 研究背景 1
第二節 研究動機 7
第三節 研究問題與研究目的 9
第四節 研究重要性與貢獻 10
第五節 研究範圍與對象 11
第六節 研究流程 11
第二章 文獻探討 15
第一節 隨選視訊(Video On Demand; VOD) 15
第二節 三成份態度模型(Tricomponemt Attitude Model) 17
第三節 創新產品(Innovative Products) 17
第四節 認知(Cognition ) 18
第五節 情感 (Affection) 25
第六節 意欲與行動 (Conation and Action ) 28
第七節 使用者特質 (Personality Traits) 32
第三章 研究方法 37
第一節 研究架構與研究假說 37
第二節 研究變數操作性定義與衡量 39
第三節 問卷設計 50
第四節 資料蒐集方法 52
第五節 資料分析方法 53
第六節 共同方法變異問題之處理與檢測 59
第七節 問卷前測結果分析 60
第四章 資料分析 69
第一節 正式問卷發放 69
第二節 敘述性統計分析 71
第三節 共同方法變異檢測 81
第四節 使用者參考因素之集群分析與區別分析 87
第五節 卡方獨立性檢定與多變量變異數分析 94
第六節 信度與效度分析 105
第七節 整體結構模式分析 114
第八節 競爭模型分析比較 127
第五章 結論與建議 137
第一節研究結論 137
第二節討論 145
第三節管理意涵與貢獻 156
第四節研究限制與未來研究建議 162
參考文獻 165
附錄一、前測問卷 183
附錄二、英文原始量表 187
附錄三、前測共同方法變異檢測—探索性因素分析 191
附錄四、前測共同方法變異檢測—驗證性因素分析 192
附錄五、前測各構面量表收斂效度分析 195
附錄六、前測區別效度分析暨變數相關係數表 200
附錄七、前測各構面信度分析 201
附錄八、正式問卷 205

1. 吳明隆(2007)，結構方程模式：AMOS的操作與應用，五南圖書出版股份有限公司，臺北市。
2. 邱皓政(2003)，量化研究與統計分析，五南圖書出版股份有限公司，臺北市。
3. Ajzen, I. and Driver, B. L. (1991), “Prediction of leisure participation from behav-ior, normative and control beliefs: An application of the Theory of Planned Behav-ior,” Leisure Sciences, Vol. 13, No. 4, pp.185-204.
4. Anderberg, M. R. (1973), Cluster Analysis for Applications, Academic Press, New York, NY.
5. Anderson, C. A. (1985), “Actor and observer attributions for different types of situ-ations: Causal-structure effects, individual differences, and thedimensionality of causes,” Social Cognition, Vol. 3, No. 4, pp. 323-340.
6. Anderson, J. C. and Gerbing, D. W. (1988), “Structural equation modeling in prac-tice: A review and recommended two-step approach,” Psychological Bulletin, Vol.
103, No. 3, pp. 411-423.
7. Averill, J. R. (1983), “Studies on anger and aggression: Implications for theories of emotion,” AmericanPsychologist, Vol. 38, No. 11, pp. 1145-1160.
8. Avolio, B., Yammarino, F. J. and Bass, B. M. (1991), “Identifying common meth-ods variance with data collected from a single source: An unresolved sticky issue,” Journal of Management, Vol. 17, No. 3, pp. 571-587.
9. Bagozzi, R. P., Gopinath, M. and Nyer, P. U. (1999),“The role of emotions in mar-keting,” Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 184-206.
10. Bagozzi, R. P. and Yi, Y. (1988), “On the evaluation of structural equation models,” Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 272-277.
11. Baron, R. A. (1988), “The negative effects of destructive criticism: Impact on con-flict, self-efficacy, and task performance,” Journal of Applied Psychology, Vol. 73, No. 2, pp. 199-207.
12. Bechwati, N. N. and Morrin, M. (2003), “Outraged consumers: Getting even at the expense of getting a good deal,” Journal of Consumer Psychology, Vol. 7, No. 4, pp. 440-53.
13. Bechwati, N. N. and Morrin, M. (2007), ”Understanding voter vengeance,” Journal of Consumer Psychology, Vol. 17, No. 4, pp. 277-291.
14. Bentler, P. M. and Wu, E. J. C. (1993), EQS/Windows User Guide, BMDP Statisti-cal Software, Los Angeles, CA.
15. Berkman, H. W. and Gilson, C. (1986), Consumer Behavior: Concept and Strate-gies, ( Ed.), Kent Pub, Inc., Boston, MA.
16. Berkowize, L. (1990), “On the formation anger and aggression: A neoasscionistic analysis,” American Psychologist, Vol. 45, No. 4, pp. 493-503.
17. Bitner, M. J. (1990), “Evaluating service encounters: The effects of physical surroundings and employee responses,” Journal of Marketing, Vol. 54, No. 2, pp. 69-82.
18. Bitner, M. J., Booms, B. H. and Tetreault, M. S. (1990), “The service encounter: Diagnosing favorable and unfavorable incidents,” Journal of Marketing, Vol. 54, No. 1, pp. 71-84.
19. Bonifield, C. and Cole, C. (2007), “Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses,”Marketing Letters, Vol. 18, No. 1, pp. 85-99.
20. Bornstein, B. H., Lahana, M. R. and Miller, M. K. (2002), “The effects of defend-ant remorse on mock juror decisions in a malpractice case,” Behavioral Sciences and The Law, Vol. 20, No. 4, pp. 393-409.
21. Bougie, R., Pieters, R. and Zeelenberg, M. (2003), “Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dis-satisfaction,” Journal of the Academy of Marketing Science, Vol. 31, No. 4, pp. 377-393.
22. Bradfield, M. and Aquino, K. (1999), “The effects of blame attributions and of-fender likeableness onforgiveness and revenge in the workplace,” Journal of Man-agement, Vol. 25, No. 5, pp. 607-31.
23. Brooks, J. H. and Reddon, J. R. (2003), “The two dimensional nature ofremorse: An empirical inquiry into internal and external aspects,”Journal of Offender Reha-bilitation, Vol. 38, No. 2, pp. 1-15.
24. Brown, T. J., Barry, T. E., Dacin, P. A. and Gunst, R. F. (2005), “Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context,” Journal of the Academy of Marketing Science, Vol. 33, No. 2, pp. 123-138.
25. Buss, A. H. and Perry, M. (1992), “The aggression questionnaire,” Journal of Per-sonality and Social Psychology, Vol. 63, No. 3, pp. 452-459.
26. Cambre, M. A. and Cook, D. L. (1985), “Computer anxiety: Definitions, measure-ment, andcorrelates,” Journal of Educational Computing Research, Vol. 1, No. 1, pp. 37-54.
27. Casier, K., Lannoo, B., Ooteghem, J., Verbrugge, S., Colle, D., Pickavet, M. and Demeester, P. (2008), “Adoption and pricing: The underestimated elements of a re-alistic IPTV business case,” IEEE Communications Magazine, Vol. 46, No. 8, pp. 112-118.
28. Causey, D. L. and Dubow, E. F. (1992), “Development of a self-report coping measure for elementary school children,” Journal of Clinical Child Psychology, Vol. 21, No. 1, pp. 47-59.
29. Chang, J., Wall, G. and Chu, S. T. (2006), “Novelty seeking at aboriginal attrac-tions,” Annals of Tourism Research, Vol. 33, No. 3, pp. 729-747.
30. Chau, S. L., Chen, D. T. and Wong, L. F. (1999), “Computer anxiety and its corre-lates: A meta-analysis,” Computers in Human Behavior, Vol. 15, No. 5, pp. 609-623.
31. Chebat, J. C., Filiatrault, P., Gélinas-Chebat, C. and Vaninsky, A. (1995), “Impact of waiting attribution and consumer's mood on perceived quality,” Journal of Business Research, Vol. 34, No. 3, pp. 191-196.
32. Chebat, J. C. and Slusarcsyk, W. (2005), “How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study,” Journal of Business Research, Vol. 58, No. 5, pp. 664-673.
33. Clark, M. S. and Isen, A. M. (1982), “Toward understanding the relationship be-tween feeling states and social behavior,” Cognitive Social Psychology, pp. 73-108.
34. Cohen, B. A. and Waugh, G. W. (1989), “Assessing computer anxiety,” Psycho-logical Reports, Vol. 65, No. 1, pp. 735-738.
35. Cohen, E. (1979), “Rethinking the sociology of tourism,” Annals of Tourism Re-search, Vol. 6, No. 1, pp. 18-35.
36. Cui, G., Bao, W. and Chan, T. S. (2009), “Consumers' adoption of new technology products: The role of coping strategies,” Journal of Consumer Marketing, Vol. 26, No. 2, pp. 110-120.
37. Currie, R. (1997), “A pleasure-tourism behaviors framework,” Annals of Tourism Research, Vol. 24, No. 4, pp. 884-897.
38. Dabholkar, P. and Bagozzi, R. (2002), “An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors,” Journal of the Academy of Marketing Science, Vol. 30, No. 3, pp. 184-201.
39. Day, L. (1980), “Research perspectives on consumer complaining behavior, in the-oretical developments in marketing,” In Lamb, C. and Dunne, P. (Eds.), American Marketing Association, pp. 211-215, Chicago, IL.
40. Day, R. L. and Landon, E. L. (1977), “Toward a theory of consumer complaining behavior,” In Woodside, A., Seth, J. and Bennett, P. (Eds.), Consumer and Industri-al Buying Behavior, pp. 425-437, North-Holland, New York, NY.
41. DeLone, W. H. and McLean, E. R. (1992), “Information systems success: The quest for the dependent variable,” Information Systems Research, Vol. 3, No. 1, pp. 60-95.
42. Dwyer, F., Schurr, P. and Oh, S. (1987), “Developing buyer-seller relationships,” Journal of Marketing, Vol. 51, No. 2, pp. 11-27.
43. Endler, N. S. and Magnusson, D. (1976), “Toward an interactional psychology of personality,” Pschologyiacl Bullentin, Vol. 83, pp. 947-956.
44. Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995), Consumer Behavior (8th Ed.), Dryden Press, Fort Worth, TX.
45. Elison, J. (2005), “Shame and guilt: A hundred years of apples and oranges,” New Ideas in Psychology, Vol. 23, No. 1, pp. 5-32.
46. Ellen, P.S., Bearden, O.W. and Sharma, S. (1991), “Resistance to technological in-novations: An examination of the role of self-efficacy and performance satisfaction,” Academy of Marketing Science, Vol. 19, No. 4, pp. 297-307. 47. Faison, E. (1977), “The neglected variety drive: A useful concept for consumer be-havior,” Journal of Consumer Research, Vol. 4, No. 3, pp. 172 -175.
48. Folkes, V. S. (1984), “Consumer reactions to product failure: An attributional ap-proach,” Journal of Consumer Research, Vol. 10, No. 4, pp. 398-409.
49. Folkes, V. S., Koletsky, S. and Graham, J. (1987), “A field study of causalinferences and consumer reaction: The view from the airport,” Journal of Consumer Research, Vol. 13, No. 4, pp. 534-539.
50. Fornell, C. and Larcker, D. F. (1981), “Evaluating structural equation models with unobservable variables and measurement error,” Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50.
51. Gaski, J. F. and Nevin, J. R. (1985), “The differential effects of exercised and un-exercised power sources in a marketing channel,” Journal of Marketing Research, Vol. 22, No. 2, pp. 130-142.
52. Gay, J. and Laidlaw, H. (2004), “Improving the measurement of communication satisfaction,” Management Communication Quarterly, Vol. 17, No. 3, pp. 425-448.
53. Gelbrich, K. (2010), “Anger, frustration, and helplessness after service failure: Coping strategies and effective informational support,” Journal of the Academy of Marketing Science, Vol. 38, No. 5, pp. 567-585.
54. Grégoire, Y. and Fisher, R. J. (2006), “The effects of relationship quality on cus-tomer retaliation,” Marketing Letters, Vol. 17, No. 1, pp. 31-46.
55. Grégoire, Y. and Fisher, R. J. (2008), “Customer betrayal and retaliation: When your best customers become your worst enemies,” Journal of the Academy of Mar-keting Science, Vol. 36, No. 2, pp. 247-261.
56. Grégoire, Y., Laufer, D. and Tripp, T. (2010), “A comprehensive model of custom-er direct and indirect revenge: Understanding the effects of perceived greed and customer power,” Journal of Marketing Science, Vol. 38, No. 6, pp. 738-758.
57. Grégoire, Y., Tripp, T. M. and Legoux, R. (2009), “When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance,” Journal of Marketing,Vol. 73, No. 6, pp. 18-32.
58. Grimm, P. E. (2005), “A components' impact on brand preference,” Journal of Business Research, Vol. 58, No. 4, pp. 508-517.
59. Groenland, E. A. G. and Schoormans, J. P. L. (1994), “Comparing mood-induction and affective conditioning as mechanisms influencing product evaluation and product choice,” Psychology & Marketing, Vol. 11, No. 2, pp. 183-197.
60. Hair, J. F. Jr., Black, W. C., Babin, B. J. and Anderson, R. E. (2010), Multivariate Data Analysis (7th Ed.), Prentice-Hall, Upper Saddle River, NJ.
61. Harrison-Walker, L. J. (2001), “The measurement of word-of-mouth communica-tion and an investigation of service quality and customer commitment as potential antecedents,” Journal of Services Research, Vol. 4, No. 1, pp. 60-75.
62. Hegtvedt, K. A. and Killian, C. (1999), “Fairness and emotions: Reaction to the process and outcomes of negotiation,” Social Forces, Vol. 78, No. 1, pp. 269-303.
63. Heider, F. (1958), The Psychology of Interpersonal Relations, John Wiley and Sons, Inc., New York, NY.
64. Hennig-Thurau, T. and Klee, A. (1997), “The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model de-velopment, ” Psychology and Marketing, Vol. 14, No. 8, pp. 737-764.
65. Hennig-Thurau, T., Kevin, P., Gwinner, G. W. and Gremler, D. D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: Motivates consumers to articulate themselves on the internet? ” Journal of Interactive Marketing, Vol. 18, No. 1, pp.38-52.
66. Hirschman, E. (1980), “Innovativeness, novelty seeking, and consumer creativity,” The Journal of Consumer Research, Vol. 7, No. 3, pp. 283-295.
67. Hoffman, K. D., Kelley, S. W. and Rotalsky H. M. (1995), “Travking serice failures and employee recovery efforts,” The Journal of Service Marketing, Vol. 9, No. 2, pp. 49-61.
68. Hornik, J. (1993), “The role of affect in consumers' temporal judgments,” Psychol-ogy & Marketing, Vol. 10, No. 3, pp. 239-255.
69. Hsiao C. H. and Yang, C. (2010), “Predicting the travel intention to take High Speed Rail among college students,” Transportation Research Part F, Vol. 13, No. 4, pp. 277-287.
70. Hu, L. T. and Bentler, P. M. (1999), “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alterntives,” Structural Equa-tion Modeling, Vol. 6, No. 1, pp. 1-55.
71. Huefner, J. C. and Hunt, H. K. (2000), “Consumer retaliation as a response to dis-satisfaction,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 13, No. 1, pp. 61-82.
72. Hulland, J. (1999), “Use of partial least squares in strategic management research: A review of four recent studies,” Strategic Management Journal, Vol. 20, No. 2, pp. 195-204.
73. Igbaria, M. and Iivari, J. (1995), “The effects of self-efficacy oncomputer usage,” Journal of Management Science, Vol. 23, No. 6, pp. 587-605.
74. Inman, J. J. and Zeelenberg, M. (2002), “Regret in repeat purchase versus switch-ing decisions: The attenuating role of decision” Journal of Consumer Research,Vol. 29, No. 1, pp. 116-128.
75. Jacoby, J. and Jaccard, J. J. (1981), “The sources, meaning & validity of consumer complaining behavior: A psychological review perceived,” Journal of Retailing,
Vol. 57, No. 3, pp. 4-421.
76. Jacoby, J. and Kaplan, L. (1972), The Components of Perceived Risk, Association for Consumer Research Press, Chicago, IL.
77. Jang, S. and Namkung, Y. (2009), “Perceived quality, emotions, and behavioral intentions: Applicationof an extended Mehrabian-Russell model to restaurants,” Journal of Business Research, Vol. 62, No. 4, pp. 451-460.
78. Johnson, A. R. and Stewart, D. W. (2005), “A reappraisal of the role of emotion in consumer behavior,” In Malhotra, N. K. (Ed.), Review of Marketing Research , pp. 3-33, ME Sharpe, Armonk, NJ.
79. Jöreskog, K. G. and Sörbom, D. S. (1993), LISREL 8, A Guide to the Program and Application, SPSS Inc., Chicago, IL.
80. Kaiser, H. F. (1974), “An index of factorial simplicity,” Psychometrika, Vol. 39, No. 1, pp.31-36.
81. Kassinove, H., Sukhodolsky, D. G., Tsytsarev, S. V. and Solovyeva, S. (1997), “Self-reported constructions of anger episodes in Russia and America,” Journal of Social Behavior and Personality, Vol. 12, pp. 301-324.
82. Keaveney, S. M. (1995), “Customer switching behavior in service industries: Anexploratory study,”Journal of Marketing, Vol. 59, No. 2, pp. 71-82.
83. Kelley, H. H. (1973), “The process of causal attribution,” American Psycholo-gist,Vol. 28, No. 2, pp. 107-128.
84. Kelley, S. W., Hoffman, K. D. and Davis, M. A. (1993), “A typology of retail fail-ures and recoveries,” Journal of Retailing, Vol. 69, No. 4, pp. 429-453.
85. Koo, D. M. and Ju, S. H. (2010), “The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention,” Computers in Human Behavior, Vol. 26, No. 3, pp. 377-388.
86. Kotler, P. (1994), Marketing Managemen: Analysis, Planning, Implemention and Control (8th Ed.), Prentice-Hall Inc., Englewood Cliffs, NJ.
87. Kotler, P. (2000), Core Products, Marketing Management, (the Millennium Ed.), Prentice Hall Inc., Englewood Cliffs, NJ.
88. Kotler, P. (2003), Marketing Management (11th Ed.), Prentice-Hall Inc., Upper Saddle River, NJ.
89. Laros, F. J. M. and Steenkamp, J. E. M. (2005), “Emotions in consumer behavior: A hierarchical approach,” Journal of Business Research, Vol. 58, no. 10, pp. 1437-1445.
90. Laukkanen, T., Sinkkonen, S. and Laukkanen, P. (2009), “Communication strate-gies to overcome functional and psychological resistance to Internet banking,” In-ternational Journal of Information Management, Vol. 29, No. 2, pp. 111-118.
91. Lazarus, R. S. (1982), “Thoughts on the relation between cognition and emotion,” American Psychologist, Vol. 37, No. 9, pp. 1019-1024.
92. Lazarus, R. S. (1991), “Progress on a cognitive-motivational-relational theory of emotion,” American Psychologist, Vol. 46, No. 8, pp. 819-834.
93. Lazarus, R. S. and Folkman, S. (1984), Stress, Appraisal and the Coping Process, Springer, NewYork, NY.
94. Levesque, T. and McDougall, G. (2000), “Service problems and recovery strategies: An experiment,” Canadian Journal of Administrative Sciences,Vol. 17, No. 1, pp. 20-37.)
95. Lunsford, D. A. and Burnett, M. S. (1992), “Marketing product innovations to the elderly: Understanding thebarriers to adoption,” The Journal of Consumer Market-ing, Vol. 9, No. 4, pp. 53-63. 96. Maisonneuve, J., Deschanel, M., Heiles, J., Li, W., Liu, H., Sharpe, R. and Wu, Y. (2009), “An overview of IPTV standards development,” IEEE Transactions on Broadcasting, Vol. 55, No. 2, pp. 315-328.
97. Martinez-Caro, L. and Martinez-García, J. A. (2007), “Cognitive-affective model of consumer satisfaction: An exploratory study within the framework of a sporting event,” Journal of Business Research, Vol. 60, No. 2, pp. 108-114.
98. Mattila, A. S. and Wirtz, J. (2000), “The role of pre-consumption affect in post-purchase evaluation ofservices,” Psychology and Marketing, Vol. 17, No. 7, pp. 587-605.
99. Mattila, A. S. and Wirtz, J. (2001), “Congruency of scent and music as a driver of in-store evaluationsand behavior,” Journalof Retailing, Vol. 77, No. 2, pp. 273-289.
100. McColl-Kennedy, J. R., Patterson, P., Smith, A. K. and Brady, M. K. (2009), “Customer rage episodes: Emotions, expressions and behaviors,” Journal of Re-tailing, Vol. 85, No. 2, pp. 222-237.
101. McDonald, R. P. and Ho, M. R. (2002), “Principles and practice in reporting struc-tural equation analysis,” Psychological Methods, Vol. 7, No. 1, pp. 64-82.
102. Meuter, M. L., Bitner, M., Ostron, A. and Brown, S. (2005), “Choosing among al-ternative service delivery modes: An investigation of customer trial of self-service technologies,” Journal of Marketing, Vol. 69, No. 2, pp. 61-83.
103. Meuter, M. L., Ostrom, A. L., Bitner, M. J. and Roundtree, R. (2003), “The influ-ence of technology anxiety on consumer use and experienceswith self-service technologies,” Journal of Business Research, Vol. 56, No. 11, pp. 899-906.
104. Mizerski, R. W. (1982), “An attribution explanation of the disproportionate influ-ence of unfavorable information,” Journal of Consumer Research, Vol. 9, No. 3, pp. 301-310.
105. Mossholder, K. W., Bennett, N., Kemery, E. R. and Wesolowski, M. A. (1998), “Relationships between bases of power and work reactions: The mediational role of procedural justice,” Journal of Management, Vol. 24, No. 4, pp. 533-552.
106. Murry, R. B., Parks, L. and Mount, M. K. (2005), “Self-monitoring as a moderator of the relationships between personality traits and performance,” Personality psy-chology ,Vol. 58, No.3, pp. 745-767.
107. Nadkaini, A. and Hofmann, S. G. (2012), “Why do people use Facebook?” Vol. 52, No. 3, pp. 243-249. 108. Namkung, Y., Jang, S. and Choi, S. K. (2011), “Customer complaints in restaurants: Do they differ by service stages and loyalty levels?” International Journal of Hos-pitality Management, Vol. 30, No. 3, pp. 495-502.
109. Nunnally, J. C. (1978), Psychometric Theory (2nd Ed.), McGraw-Hill, New York, NY.
110. Nyer, P. (2000), “An investigation into whether complaining can cause increased consumersatisfaction,” Journal of Consumer Marketing, Vol. 17, No.1, pp. 9-19.
111. Oliver, R. L. (1999), “Whence consumer loyalty?” Journal of Marketing, Vol. 63, No. 4, pp. 33-44.
112. O’Neil, R. M. and Lambert, D. R. (2001), “The emotional side of price,” Psycholgy and Marketing, Vol. 18, No. 3, pp. 217-237.
113. Palmer, A., Beggs, R. and Keown-McMullan, C. (2000), “Equity and repurchase intentionfollowing service failure,” Journal of Services Marketing, Vol. 14, No. 6, pp. 513-528.
114. Parasuraman, A. (2000), “Technology Readiness Index (TRI): A multiple-item scale to embrace new technologies,” Journal of Service Research,Vol. 2, No. 4, pp. 307-320.
115. Parasurama, A., Zeithaml, V. A. and Berry, L. L. (1996), “The behavioral consequences of service,” Journal of Marketingy, Vol. 60, No. 2, pp. 31-46.
116. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003), “Common method biases in behavioral research: A critical review of the literature and recommended remedies,” Journal of Applied Psychology, Vol. 88, No. 5, pp.879-903.
117. Podsakoff, P. M. and Organ, D. W. (1986), “Self reports in organizational research: Problems and prospects,” Journal of Management, Vol. 12, No. 4, pp. 531-544.
118. Porter, M. E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, The Free Press., New York, NY.
119. Raju, P. S. (1984), “Exploratory brand switching: An empirical examination of its determination,” Journal of Economic Psychology, Vol. 5, pp. 202-221.
120. Ram, S. (1987), “A model of innovation resistance,” Advances in Consumer Re-search, Vol. 14, No. 1, pp. 208-212.
121. Ram, S. and Sheth, J. N. (1989), “Consumer resistance to innovations: The mar-keting problem and its solutions,” Journal of Consumer Marketing, Vol. 6, No. 2, pp. 5-14.
122. Reichheld, F. E. and Sasser, E. W. Jr. (1990), “Zero defections: Quality comes to services,” Harvard Business Review, Vol. 68, No. 5, p. 105-116.
123. Richins, M. L. (1984), “Word of mouth communication as negativeinformation,” Advances in Consumer Research, Vol. 11. No. 1, pp. 697-702.
124. Robertson, T. S. (1967), “Determinants of innovative behavior,” Proceedings of the American Marketing Association, American Marketing Association, Vol. 179, pp. 332-382, Chicago, IL.
125. Rogers, E. M. (1983), Diffusion of Innovation (3rd Ed.), Free Press, London, UK.
126. Rogers, E. M. (2002), “Diffusion of preventive innovations,” Addictive Behaviors, Vol. 27, No. 6, pp. 989-993.
127. Romaniuk, J. (2007), “Word of mouth and the viewing of television programs,” Journal of Advertising Research, Vol. 47, No. 4, pp. 462-471.
128. Rosenberg, M. J. and Hovland, C. I. (1960), “Cognitive, affective, and behavioral components of attitude,” In Rosenberg, M. J. and Hovland C. I. (Eds.), Attitude Organization and Change: An Analysis of Consistency among Attitude Components, pp. 1-14, Yale University Press, New Haven, CT.
129. Russell, D. (1982), “The causal dimension scale: A measure of how individuals perceive causes,” Journal of Personality and Social Psychology, Vol. 42, No. 6, pp. 1137-1145.
130. Rust, R. T. and Zahorik, A. J. (1993), “Customer satisfaction, customer retention, and market share,” Journal of Retailing, Vol. 69, No. 2, pp. 193-215.
131. Saade´, R. G. and Kira, D. (2007), “Mediating the impact of technology usage on perceived ease of use by anxiety,” Computers & Education, Vol. 49, No. 4, pp. 1189-1204.
132. Sánchez-García, I. and Currás-Pérez, R. (2011), “Effects of dissatisfaction in tourist services: The role of anger and regret,” Tourism Management,Vol. 32, No. 6, pp. 1397-1406.
133. Schmitt, M., Gollwitzer, M., Forster, N. and Montada, L. (2004), “Effects of objec-tive and subjective account components on forgiving,” The Journal of Social Psy-chology, Vol. 144, No. 5, pp. 465-485.
134. Scott, C. R. and Rockwell S. C. (1997), “The effect of communication, writing, and technology apprehension on likelihood to use new communication technologies,” Communication Education,Vol. 46, No. 1, pp. 44-62.
135. Sgarna, S. (1995), Applied Multivariate Techniques, Strategies and Case Studies, John Wiley & Sons Inc., New York, NY.
136. Shin, D. H. (2009), “Determinants of customer acceptance of multi-service network: An implication for IP-based technologies,” Information and Managementm, Vol. 46, No. 1, pp. 16-22.
137. Singh, J. (1988), “Consumer complaint intentions and behavior: Definitional and taxonomical issues,” The Journal of Marketing, Vol. 52, No. 1, pp. 93-107.
138. Singh, J. and Pandya, A. (1991), “Exploring the effect of consumer’s dissatisfaction level on complaint behaviors,” European Journal of Marketing, Vol. 25, No. 90, pp. 7-21.
139. Smith, C. A. and Lazarus, R. S. (1993), “Appraisal components, core relational themes, and the emotions,” Cognition & Emotion, Vol. 7, No. 3, pp. 233-269.
140. Sukhodolsky, D. G., Golub, A. and Cromwell, E. N. (2001), “Development and validation of the anger rumination scale personality and individual ences,“ Personality and Individual Differences, Vol. 31, No. 5 , pp. 689-700.
141. Szymanski, D. M. and Henard, D. H. (2001), ”Customer satisfaction: A me-ta-analysis of the empirical evidence,” Journal of the Academy of Marketing Sci-ence, Vol. 29, No. 1, pp. 16-35.
142. Tanimoto, J. and Fujii, H. (2003), “A study on diffusion characteristics of infor-mation on a human network analyzed by a multi-agent simulator,” The Social Sci-ence Journal, Vol. 40, No. 3, pp. 479-485.
143. Tax, S. S., Brown, S. W. and Chandrashekaran, M. (1998), “Customer evaluations of service complaint experiences: Implications for relationship marketing,” Journal of Marketing, Vol. 62, No. 2, pp. 60-76.
144. Tsang, J., McCullough, M. E. and Fincham, F. D. (2006), “The longitudinal associ-ation between forgivenessand relationship closeness and commitment,” Journal of Social and Clinical Psychology, Vol. 25, No. 4, pp. 448-472.
145. Vaidyanathan, R. and Aggarwal, P. (2003), “Who is the fairest of them all? An attributional approach to price fairness perceptions,” Journal of Business Research, Vol. 56, No. 6, pp. 453-463.
146. Velitchka, D. K., Robert D. W. and Parasuraman, A. (2013), “Do customer rela-tionships mitigate or amplify failure responses?” Journal of Business Research, Vol. 66, No. 4, pp. 525-532.
147. Venkatesh, V. and Agarwal, R. (2006), “Turning visitors into customers: A usabil-ity-centric perspective on purchase behavior in electronic channels,” Management Science, Vol. 52, No. 3, pp. 367-382.
148. Venkatesh, V. and Davis, F. D. (2000), “A theoretical extension of the technology acceptance model: Four longitudinal field studies,” Management Science, Vol. 46, No. 2, pp. 186-204.
149. Veryzer, R.W. (1998), “Discontinuous innovation and the new product develop-ment process,” Journal of Product Innovation and Management, Vol. 15, No. 4, pp. 304-321.
150. Wang, Y. S., Wu, S. H., Lin, H. H. and Wang, Y. Y. (2011), “The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing,” International Journal of Information Management, Vol. 31, No. 4, pp. 350-359.
151. Weaver, P. A., McCleary, K. W., Han, J. and Blosser, P. E. (2009), “Identifying lei-sure travel market segments based on preference for novelty,” Journal of Travel & Tourism Marketing, Vol. 26, No. 5 & 6, pp. 568-584.
152. Webster, C. and Sundaram, D. S. (1998), “Servuce consumption criticality in fail-ure recovery,” Journal of Business Research, Vol. 41, No. 2, pp. 153-159.
153. Weiner, B. (1985), “An attributional theory of achievement motivation and emo-tion,” Psychological Review, Vol. 92, No. 4, pp. 548-573.
154. Weiner, B. (2000), “Attributional thourhts about consumer behavior,” Journal of Consumer Research, Vol. 27, No. 3, pp. 382-387.
155. Wetzer, I. M., Zeelenberg, M. and Pieters, R. (2007), “Never eat in that restaurant, I did! Exploring why people engage in negative wordof-mouth communication,” Psychology & Marketing, Vol. 24, No. 8, pp. 661-680.
156. Weun, S., Beatty, S. E. and Jones, M. A. (2004), “The impact of service failure severity on service recovery evaluations andpost-recovery relationships,” The Journal of Services Marketing, Vol. 18, No. 2, pp. 133-146.
157. Wong, P. T. and Weiner, B. (1981), “When people ask “Why” questions and the heuristics of attributional search,” Journal of Personality and Social Psycholo-gy,Vol. 40, No. 4, pp. 650-663.
158. Wu, C. S., Cheng, F. F. and Yen, D. C. (2008), “The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan,” Information & Management, Vol. 45, No. 7, pp. 493-498.
159. Wu, S. I. (2006), “A comparison of the behavior of different customer clusters to-wards Internet bookstores,” Information & Management, Vol. 43, No. 8, pp. 986-1001.
160. Xia, L. and Bechwati, N. N. (2008), “Word of mouse: The role of cognitive person-alization in online consumer reviews,” Journal of Interactive Advertising, Vol. 9, No. 1, pp. 3-13.
161. Yen, H. R., Gwinner, K. P. and Su, W. (2004), “The impact of customer participa-tion on locus attibutions following service failure,” International Journal of Service Industry Managementt, Vol. 15, No. 1, pp. 7-26.
162. Yi, S. and Baumgartner, H. (2004), “Coping with negative emotions in purchase-related situation,” Journal of Consumer Psychology, Vol. 14, No. 3, pp. 303-17.
163. Zaltman, G. and Wallendorf, M. (1983), Consumer Behavior: Basic Findings and Management Implications, John Wiely and Sons, Inc., New York, NY.
164. Zeelenberg, M. and Pieters R. (1999), “On service delivery that might have been: Behavioral responses to disappointment and regret,” Journal of Services Research, Vol. 2, No. 1. pp. 86-97.
165. Zeelenberg, M. and Pieters, R. (2004), “Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services,” Journal of Business Research, Vol. 57, No. 4, pp. 445-455.
166. Zourrig, H., Chebat, J. C. and Toffoli, R. (2009), “Consumer revenge behaviour: A cross-cultural perspective,” Journal of Business Research, Vol. 62, No. 10, pp. 995-1001.