Search results for "online shopping experience"

Negative eWOM and perceived credibility : a potent mix in consumer relationships

2022

PurposeBased on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).Design/methodology/approachThe authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.FindingsThe authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The au…