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Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory

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  • Talwar, Manish
  • Talwar, Shalini
  • Kaur, Puneet
  • Islam, A.K.M. Najmul
  • Dhir, Amandeep

Abstract

Prior research has not systematically investigated the enablers and inhibitors in conjunction to measure consumer behavior toward mobile wallets (m-wallets), focusing either on the adoption or the resistance perspective only. Similarly, antecedents and consequences of the dichotomous nature of word of mouth for m-wallets have also remained obscure so far. The present research proposes to address this void in the accumulated learnings by examining both enablers and inhibitors of mobile wallets (m-wallets) as antecedents of valence of word of mouth (positive and negative; PWOM and NWOM, respectively). Grounded in Dual Factor Theory, this study aims to explore consumers’ continued use intentions resulting from the WOM valence. The findings reveal that enablers (perceived information quality, perceived ability, and perceived benefit) drive PWOM, while the inhibitors (perceived cost, perceived risk, and perceived uncertainty) spur NWOM. Furthermore, the results show that only PWOM drives the continuance intentions of m-wallet users. Therefore, the study proves that the antecedents of PWOM are different from those of NWOM.

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  • Talwar, Manish & Talwar, Shalini & Kaur, Puneet & Islam, A.K.M. Najmul & Dhir, Amandeep, 2021. "Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698920314041
    DOI: 10.1016/j.jretconser.2020.102396
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    7. Kumar, Sumit & Prakash, Gyan & Gupta, Bhumika & Cappiello, Giuseppe, 2023. "How e-WOM influences consumers' purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) M," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    8. Das, Manoj & Ramalingam, Mahesh, 2023. "To praise or not to praise- Role of word of mouth in food delivery apps," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
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    10. Neena Sinha & Nidhi Singh, 2023. "Moderating and mediating effect of perceived experience on merchant's behavioral intention to use mobile payments services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 448-465, September.
    11. Xin Liao & Dongming Wu & Qianqian Zhang & Ge Han, 2021. "How to Improve Users’ Loyalty to Smart Health Devices? The Perspective of Compatibility," Sustainability, MDPI, vol. 13(19), pages 1-17, September.
    12. Hongfan Zhang & Qurat Ul Ainn & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2022. "Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    13. Egemen Hopalı & Özalp Vayvay & Zeynep Tuğçe Kalender & Deniz Turhan & Ceyda Aysuna, 2022. "How Do Mobile Wallets Improve Sustainability in Payment Services? A Comprehensive Literature Review," Sustainability, MDPI, vol. 14(24), pages 1-30, December.
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