CARMEN GOO HSU YUE

4.4.3 Significant Interactive Effect between Valence of Past Experience and the
Extremity Level of Negative eWOM towards Purchase Intention

The two-way ANOVA was conducted on the influence of two independent
variables (valence of past experience and extremity level of negative eWOM) on
purchase intention. Valence of past experience included two levels (Postive, Negative)
and extremity level of negative eWOM consisted of two levels as well (High, Low).
All effects were statistically significant at the 0.05 significance level except for the
extremity level of negative eWOM factor.

The main effect for valence of past experience yielded an F ratio of
F(1,299)=45.841, p=0.000, indicating a significant difference between positive
(M=5.22, SD=1.137) and negative (M=3.96, SD=1.474) valence of past experience.
This indicates that respondents with positive past experience (M=5.22, SD=1.137)
would have a greater purchase intention compared to those who have a negative past
experience (M=3.96, SD=1.474).

The main effect for extremity level of negative eWOM yielded an F ratio of
[F(1,299)=1.612, p=0.205, indicating that the effect for extremity level of negative
eWOM was not significant, low extremity level of negative eWOM (M=5.01, SD=1.27)
and high extremity level of negative eWOM (M=5.00, SD=1.308).

The interaction effect was significant, F(1,299)=4.556, p=0.034, indicating that
there was a statistically significant interaction between the effects of valence of past
experience and extremity level of negative eWOM on purchase intention. In the
positive past experience condition, respondents that are exposed to low extremity level
of negative eWOM (M=5.3, SD=0.979) would have a greater purchase intention
compared to those exposed to high extremity level of negative eWOM (M=5.14,
SD=1.274). However, there was no simple effect recorded for the negative past

41

experience condition. Figure 4.2 below illustrates the interactive effect between
valence of past experience and extremity level of negative eWOM on purchase
intention.

Figure 4.2: Estimated Marginal Means of Purchase Intention

4.5 Paired Sample T-Test

A paired sample t-test was conducted to compare the purchase intention of
respondents before and after being exposed to different extremity level of negative
eWOM. Table 4.6 below shows the result for the paired sample t-test. There was a
significant difference in initial purchase intention (M=5.42, SD=1.057) and post
purchase intention (M=5.01, SD=1.287); t(302)=7.164, p=0.000. The results suggest
that extremity level of negative eWOM negatively influence consumers’ purchase
intention.

Table 4.6: Paired Sample T-Test result

Purchase Initial Post t df Sig
Intention M = 5.42 M= 5.01 7.164 302 .000
SD= 1.057 SD= 1.287
42

4.6 Hypothesis Testing

A summary of the hypothesis testing in this research is derived in Table 4.7
below. According to the results, 3 out of 4 hypothesis proposed are accepted while
Hypothesis 2 is rejected. It is also possible to highlight that the moderator effect is not
present for the extremity level of negative eWOM as the interaction effect is
statistically significant where Hypothesis 3 is accepted (Namazi & Namazi, 2016:
p.543).

Table 4.7: Summary of Hypothesis Testing

Hypothesis Relationship Result
H1 There is significant main effect of valence of past Accepted
H2 experience on purchase intention. Rejected
H3 There is significant main effect of extremity level of Accepted
negative eWOM on purchase intention.
H4 There is significant interactive effect between valence Accepted
of past experience and the extremity level of negative
eWOM towards purchase intention
There are significant difference between pre
competency test and post competency test of purchase
intention.

43

CHAPTER 5: DISCUSSION AND CONCLUSION
5.1 Introduction

This chapter aims to indepthly discuss the overall findings of this research. It
will also cover the implications, limitations of findings, recommendations as well as
conclusion of the study.

5.2 The effects of past experience valence towards purchase intention
Since the early 20 century, word of mouth has been known as a leading predictor

of a company’s growth and success (Marsden, Samson, & Upton, 2005). While the
Internet has been rapidly evolving, electronic WOM or eWOM has become one of the
most discussed topic among researchers and practitioners. While previous research
only focuses on the effects of past experience, this study tends to put more weightage
the effects of past experience under different valence. The findings of the study
suggests that consumers with postive past experience versus those with negative past
experience would more likely have a higher purchase intention. While this result is
consistent with previous research findings that past experience gives a significant
impact on purchase intention (Ahmad et al., 2014; Kim & Chung, 2011), it is important
to highlight that valence of past experience is positively related to purchase intention
where the more positive the past experience is, the greater the intention of purchase.
However, this effect is qualified by the extremity of negative eWOM x valence of past
experience interaction which will be further discussed in the below subsections.

44

5.3 The effects of negative eWOM’s extremity level towards purchase intention

While previous studies focuses on the effect of eWOM of different valence
towards purchase intention, this study takes a step ahead by including different
extremity level of eWOM while only focusing on the negative valence as negative
eWOM is proven to give more impact compared to positive eWOM (Lee & Youn,
2009).

Results of the study shows that consumer’s purchase intention decreases after
being exposed to negative eWOM however the different extremity level of negative
eWOM did not show any significant difference. This could be elaborated that although
it is proven that negative eWOM do give affect towards purchase intention, different
extremity level of negative eWOM alone does not do any difference in terms of effect
towards purchase intention. This result actually difers from Lee at al. (2009) study
which suggest that greater extremity level of eWOM would give high level of attitude
change compared to a lower extremity level of eWOM.

5.4 The interaction effect between the valence of past experience and the
extremity level of negative eWOM towards purchase intention

Before quickly jumping into conclusion, it is critical to emphasise that the
interaction effect of valence of past experience and extremity level of negative eWOM
on purchase intention is present for this study. This means that interpretation of the
main effects are highly dependent on the interaction effect and both needs to be thought
of together to make sense to each. Therefore, the main effect of valence of past
experience as previously discussed is qualified by an extremity of negative eWOM x
valence of past experience interaction. This actively demonstrates that the main effect

45

of past experience can be changed by the extremity of negative eWOM. Results
suggests that consumers exposed to low extremity level of negative eWOM would
have a greater purchase intention compared to those exposed to high extremity level
of negative eWOM if they previously have a positive past experience. This indicates
that there is a generally consistent effect of valence of past experience although
extremity level of negative eWOM causes some changes to the influence for certain
conditions. Jones et al. (2009) study supports this result where they believe experience
are more likely to dominate the processing of weaker stimuli such as eWOM, while in
this case the extremity level of negative eWOM.

Apart from that, it is also an interesting result to contribute to Namazi & Namazi
(2016) study which stressed on the importance of the presence of moderator variables
in research designs. The effects of a moderator variable can be identify through the
interaction effect of independent variable and moderating variable which in this study
is the valence of past experience and extremity level of negative eWOM. Although
Hypothesis 2 which tries to encouver the main effect of extremity level of negative
eWOM on purchase intention is rejected, the moderating effect of extremity level of
negative eWOM is proven via the interaction effect (Hypothesis 3). The results show
that when different extremity level of negative eWOM is exposed to consumers with
positive past experience, it would most likely affect their purchase intention differently.

46

5.5 The singnificant difference between pre and post purchase intention after
exposed to negative eWOM
Besides testing the purchase intention after respondents’ exposure to different

extremity level of eWOM, a pre-purchase intention was also measured in this study as
a benchmark before the exposure which is mainly based on their past experience.
According to the results, there is a significant different between both purchase
intention measured showing that there is a change in purchase intention after
respondents are being exposed to different extremity level of negative eWOM. This
significant difference actually reconfirms that negative eWOM no matter its extremity
level does give effect towards consumers’ purchase intention. This result is also
supported by studies from Lee & Youn (2009), Sparks & Browning (2011) and
Suwandee et al. (2019). Along the line, it is also interesting that note that the effect is
negative, where extremity level of negative eWOM negatively influence consumers’
purchase intention. This means that consumers’ purchase intention records a decrease
after exposed to different extremity level of negative eWOM.

5.6 Implications

Overall, it can be concluded that valence of past experience is an important factor
in influencing purchase intention, while different extremity of negative eWOM will
give affect to consumers purchase intention if that particular consumer previously had
a positive experience.

This present study provides several insights for organizations, marketers and
practitioners. Firstly, marketers should be fully aware of the importance of valence of
past experience towards consumers’ purchase intention. Results have proven that past

47

experience valence do give effect towards purchase intention therefore organizations
should not negelate touchpoints that could help to boost consumers’ experience during
their purchasing journey. Maintaining a positive past experience for customers would
definitely be benefical to the organization in the long run.

Apart from that, marketers should also be aware of the effects of different
extremity of negative eWOM towards consumers’ purchase intention especially
towards those first-time buyer. They are the most easily influenced group if exposed
to negative eWOM as brand loyalty has not been properly built yet. It would be a waste
of time and money if the carefully crafted positive past experience journey is being
tarnished even by the most lowest level of extremity of negative eWOM as it would
directly and immediately impact consumers’ purchase intention.

5.7 Limitation of Study and Recommendation for Future Research

This subsection will list out some suggestions that are recommended for future
research based on the current findings and limitation. Firstly, this research only took
account different extremity level of negative eWOM with the agreement that negative
eWOM would give greater impact compared to positive eWOM. However, the impact
of positive eWOM in different extremity level should not be ignored as well. Future
research could consider including different extremity level of positive eWOM in order
to compare its influence towards purchase intention.

Other than that, this study only uses 1 stimuli which is one negative eWOM for
each extremity level. Pramestiara & Rahab (2018) suggests in their research that the
quality and quantity of eWOM has a significant effect on purchase intention. Therefore,
future research could control the amount of negative eWOM used for participants to

48

review before measuring their purchase intention to gain valuable insight if the higher
quantity negative eWOM is exposed the greater the difference in purchase intention.

Esmark Jones et al. (2018) also suggested that companies responding to
negative eWOM would benefit the company while influence consumer’s attitude
towards the company. This leads to another suggestion where stimuli of negative
eWOM could also incorporate responses of company below to test whether it will
record a change in consumers’ purchase intention.

The current study is also limited only to the aviation industry, solely on AirAsia
in Malaysia. It is recommended to further expand the research horizon to other
industries or companies apart from the aviation industry which has their focus on
online presence as well. While this study does not collect specific demographic data
and only limiting on geographical area which is Malaysia, future research could also
include demographic data collection such as age and educational background as they
might also affect the interactive effects of valence of past experience and extremity of
negative eWOM towards purchase intention.

5.8 Conclusion

In a nutshell, the eWOM has been a cherry on top for marketers in this decade
due to its undeniable great influence towards consumer especially now proven to give
effect to consumers’ purchase intention. However, marketers should not ignore the fact
that there are many other preceeding elements that is more dominant in the influencing
process such as valence of past experience. While this study shows that there is a
generally consistent effect of valence of past experience towards purchase intention,
the extremity level of negative eWOM could moderate this effect. Organizations and

49

markerters should keep in mind that it is important to craft a positive purchasing
experience for consumers to increase their future purchase intention but also becareful
of the effects of negative eWOM towards it, especially in different extremity level.

Overall, this research project has met its objectives to examine the influence of
valence of past experience and extremity level of negative eWOM on purchase
intention. While this research project has faced several limitations, they have been
supported by recommendations which has the goal of contributing to the relevant
industry as whole in the future.

50

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APPENDICES

Appendice A: Survey Form

Effects of Past Experience Valence and Negative eWOM Extremity
on Consumer’s Purchase Intention: A Study on AirAsia

Dear respondents,

Good day! I am Carmen Goo, a postgraduate student of Master in Integrated Marketing
Communication, from Universiti Sains Malaysia (USM), Penang. I am currently
conducting a research to study consumer’s purchase intention with the effects of past
experience valence and negative eWOM extremity.

The survey consists of five (5) sections. Please answer all the questions in each section.
The survey will take approximately 5 to 10 minutes to complete. This survey is
designed for academic and research purposes only where all responses are anonymous
and information will be kept strictly confidential.

If you have any inquiries regarding this survey, kindly contact me at
carmengoohy@student.usm.my. Thank you for your time and participation!

Section A

1. Have you heard or know about Air Asia?

 Yes  No

2. Did you fly or used Air Asia products before?

 Yes  No

Section B: Past Experience 6 7
Kindly choose from a scale of 1 to 7 for the below statement. Strongly Agree

1. Overall, my experience flying with Air Asia is very likable.
 1 2 3 4 5
Strongly Disagree

2. My trip flying with Air Asia in the past is very pleasant. 6 7
Strongly Agree
 1 2 3 4 5
Strongly Disagree

3. I found Air Asia a better choice to have in the past. 6 7
Strongly Agree
 1 2 3 4 5
Strongly Disagree

4. My recent experience with Air Asia is very good. 6 7
Strongly Agree
 1 2 3 4 5
Strongly Disagree

Section C: Initial Purchase Intention

Kindly choose from a scale of 1 to 7 for the below statement.

1. It is likely that I would purchase Air Asia tickets in the future.

 1 2 3 4 5 6 7

Strongly Disagree Strongly Agree

2. I would consider flying with Air Asia next time when I think of travelling.

 1 2 3 4 5 6 7

Strongly Disagree Strongly Agree

3. I will continue to fly with Air Asia in the future. 6 7
Strongly Agree
 1 2 3 4 5
Strongly Disagree

Section D(a): Negative eWOM
The below is a comment posted in Air Asia’s Facebook page. Kindly read through the
below statement carefully before proceeding to the next section.

We are frequent flyers of AirAsia but are completely disappointed with the airline!
Our flight was cancelled by them without prior notice. We requested for a refund, and
was promised by the airline that we will be refunded in a few days. Attempt to get in
touch with AirAsia is extremely unorganized where it takes extra-long hours to get a
reply via their email. Their customer relations are the worst and major improvement
must be made. Overall, the experience is a complete disaster!

Section D(b): Negative eWOM
The below is a comment posted in Air Asia’s Facebook page. Kindly read through the
below statement carefully before proceeding to the next section.

We are frequent flyers of AirAsia but slightly disappointed with the airline.

Our flight was cancelled by them without prior notice. We requested for a refund, and
was promised by the airline that we will be refunded in a few days. Attempt to get in
touch with AirAsia is slightly unorganized where it takes long hours to get a reply via
their email. Their customer relations are okay but I feel it can be improved. Overall,
it is a slightly poor experience.

Section E: Post Purchase Intention
Kindly answer the below questions after carefully reading the statement from the
previous section.

1. It is likely that I would purchase Air Asia tickets in the future.

 1 2 3 4 5 6 7

Strongly Disagree Strongly Agree

2. I would consider flying with Air Asia next time when I think of travelling.

 1 2 3 4 5 6 7

Strongly Disagree Strongly Agree

3. I will continue to fly with Air Asia in the future. 6 7
Strongly Agree
 1 2 3 4 5
Strongly Disagree

Appendice B: Turnitin Report

Appendice C: Consultation Form