Self-enhancement and negative word-of-mouth intention: Mediating role of vengeance and moderated mediation model of helping other consumers and gender

Emrah Tokgöz; Onur Şaylan

Makale detayları

Self-enhancement and negative word-of-mouth intention: Mediating role of vengeance and moderated mediation model of helping other consumers and gender

Yazarlar:

Emrah Tokgöz | Onur Şaylan

Yayıncı:

Akdeniz University

Ana Başlıklar:

Tourism (Other)

Dergi:

Advances in Hospitality and Tourism Research (AHTR) Vol.11 Issue 2, pp.235-255

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001290828

pISSN:

2147-9100

Anahtar kelimeler:

Özet:

 The aims of this study were a to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth NWOM intention, b to examine the moderated mediation role of helping other consumers, and c to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that a vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, b helping other consumers has a moderated mediation role in this indirect relationship, and c the moderated mediation role of helping other consumers is moderated by gender difference for females only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.

 The aims of this study were a to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth NWOM intention, b to examine the moderated mediation role of helping other consumers, and c to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that a vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, b helping other consumers has a moderated mediation role in this indirect relationship, and c the moderated mediation role of helping other consumers is moderated by gender difference for females only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.

 The aims of this study were a to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth NWOM intention, b to examine the moderated mediation role of helping other consumers, and c to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that a vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, b helping other consumers has a moderated mediation role in this indirect relationship, and c the moderated mediation role of helping other consumers is moderated by gender difference for females only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.

 The aims of this study were a to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth NWOM intention, b to examine the moderated mediation role of helping other consumers, and c to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that a vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, b helping other consumers has a moderated mediation role in this indirect relationship, and c the moderated mediation role of helping other consumers is moderated by gender difference for females only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.

Makale detayları

Self-enhancement and negative word-of-mouth intention: Mediating role of vengeance and moderated mediation model of helping other consumers and gender

Yazarlar:

Emrah Tokgöz | Onur Şaylan

Yayıncı:

Akdeniz University

Ana Başlıklar:

Tourism (Other)

Dergi:

Advances in Hospitality and Tourism Research (AHTR) Vol.11 Issue 2, pp.235-255

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001290828

pISSN:

2147-9100

Self-Enhancement

Vengeance

Help Other Consumers

Negative Word-of-Mouth Intention

Gender

Sayı

Makale detayları

Self-enhancement and negative word-of-mouth intention: Mediating role of vengeance and moderated mediation model of helping other consumers and gender

Yazarlar: Emrah Tokgöz | Onur Şaylan

Yayıncı: Akdeniz University

Ana Başlıklar: Tourism (Other)

Dergi: Advances in Hospitality and Tourism Research (AHTR) Vol.11 Issue 2, pp.235-255

Belge Tipi: Makale

Yayın Tarihi: 1/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001290828

pISSN: 2147-9100

Self-Enhancement

Vengeance

Help Other Consumers

Negative Word-of-Mouth Intention

Gender

Sayı

Yazarlar:

Emrah Tokgöz | Onur Şaylan

Yayıncı:

Akdeniz University

Ana Başlıklar:

Tourism (Other)

Dergi:

Advances in Hospitality and Tourism Research (AHTR) Vol.11 Issue 2, pp.235-255

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001290828

pISSN:

2147-9100