Abstract:

The research was carried out to examine the relationship between brand hate, offline negative word-of-mouth, online complaining and non-repurchase intention. The study also examined whether offline negative word-of-mouth and online complaining mediate the relationship between brand hate and non-repurchase intention. The universe of the research consists of consumers who shop using the online purchasing method and have a feeling of hate against any brand in Turkey. Since the universe covers a large area, data were collected using the “convenience sampling method”, one of the non-random sampling methods. A total of 390 questionnaires were collected online between August 25 and September 10, 2021. Smart PLS 3 structural equation modeling was used for data analysis. Due to the nature of the measurement model, the covariance-based Smart PLSc method was used in the analysis stages of the Smart PLS statistical program. PLS-SEM consists of internal-external model analysis. In this regard, the evaluation is divided into two parts. In the first part, the external model or external model was evaluated with internal consistency reliability coefficients, convergent validity and discriminant validity. In the second part, the internal model is evaluated for path analysis. According to the results of the structural equation model, it has been determined that brand hate has a significant effect on offline negative word-of- mouth, online complaining and non-repurchase intention. In addition, it was determined that offline negative word-of-mouth and online complaining has a significant effect on non-repurchase intention. Within the scope of the study, it was tried to determine the mediating effect of offline negative word-of-mouth and online complaining between brand hate and non-repurchase intention. As a result of the analyzes carried out, a partial mediation effect of offline negative word-of-mouth and online complaining was determined between brand hate and non-repurchase intention.

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