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

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-12-19 DOI:10.30519/ahtr.1140114

Emrah Tokgöz, Onur Şaylan

引用次数: 0

Abstract

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.

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自我提升与负面口碑意向:复仇的中介作用及帮助其他消费者与性别的调节中介模型

本研究的目的是:(a)探讨复仇在自我提升与负面口碑意图关系中的中介作用，(b)检验帮助其他消费者的中介作用，(c)检验性别的中介作用。本研究采用Process Macro软件，以767名消费者为样本，达到研究目的。结果表明:(a)自我提升对报复行为的影响具有部分中介作用，(b)帮助其他消费者在这种间接关系中具有调节中介作用，(c)帮助其他消费者的调节中介作用仅在自我提升对报复行为的影响中受性别(女性差异)的调节作用。研究对了解NWOM的前因非常重要。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.