<![CDATA[This study aims to examine the effect of Negative Electronic Word of Mouth (eWOM) on Switching Intention, both directly and indirectly through Boycott Motivation and Variety Seeking as mediating variables. A quantitative research approach was employed using data collected from 200 Pizza Hut consumers who were active on social media. Data were obtained through an online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4, including bootstrapping to assess mediation effects. The results show that Negative eWOM positively and significantly affects Boycott Motivation, Variety Seeking, and Switching Intention. Boycott Motivation also has a positive and significant effect on Switching Intention and significantly mediates the relationship between Negative eWOM and Switching Intention. In contrast, Variety Seeking does not significantly affect Switching Intention and does not mediate the relationship between Negative eWOM and Switching Intention. The findings imply that negative digital information can directly encourage switching intentions while also strengthening boycott motivation as the dominant psychological mechanism underlying brand switching. These findings highlight the importance of proactive digital reputation management, effective service recovery, and transparent communication to reduce boycott motivation and consumer switching.]]>
Copyrights © 2026
