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

Authors : Emrah TOKGÖZ, Onur ŞAYLAN

Pages : 235-255

Doi:10.30519/ahtr.1140114

View : 126 | Download : 352

Publication Date : 2023-06-01

Article Type : Research Paper

Abstract :The aims of this study were insert ignore into journalissuearticles values(a); to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth insert ignore into journalissuearticles values(NWOM); intention, insert ignore into journalissuearticles values(b); to examine the moderated mediation role of helping other consumers, and insert ignore into journalissuearticles values(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 insert ignore into journalissuearticles values(a); vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, insert ignore into journalissuearticles values(b); helping other consumers has a moderated mediation role in this indirect relationship, and insert ignore into journalissuearticles values(c); the moderated mediation role of helping other consumers is moderated by gender insert ignore into journalissuearticles values(difference for females); only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.
Keywords : Self Enhancement, Vengeance, Help Other Consumers, Negative Word of Mouth Intention, Gender

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