Effect of word-of-mouth acquisition methods on consumer purchase regret following service failure

Purpose While much research has focused on how word-of-mouth (WOM) content affects consumers' purchase intentions and post-purchase emotions, little attention has been paid to the impact of WOM acquisition methods. Drawing on attribution theory, this study explores the mechanisms and boundary conditions through which different WOM acquisition methods (active seeking vs. passive receiving) influence consumers' purchase regret after a service failure. Design/methodology/approach This study tested the hypotheses through three experimental studies. Study 1 explored whether actively sought versus passively received WOM affects consumer regret after making a purchase based on WOM through an imaginary scenario with 180 participants. Study 2 recruited 210 participants for an online scenario experiment to investigate the mediating mechanism underlying the effect of WOM acquisition methods on purchase regret. Study 3 recruited 352 valid participants for a similar online experiment to examine the moderating role of WOM source type. Findings Through three experimental studies, we found that passively received WOM leads to higher purchase regret than actively sought WOM. Additionally, the tendency to attribute responsibility plays a mediating role in the relationship between WOM acquisition methods and purchase regret. Furthermore, the type of WOM source (quantity-sourced vs. quality-sourced) moderates the relationship between WOM acquisition methods, the tendency to attribute responsibility, and purchase regret. Originality/value This study refines the literature on the impact of WOM and provides guidance on how companies can reduce consumer purchase regret.