不滿意的消費者通常會選擇傳遞負面口碑、客訴或轉換品牌（Richins 1983），這些議題普遍受到學術界及業界之重視，然而消費者也可能選擇不反應其不滿意，但卻鮮少有相關研究。就不傳負面口碑的部分僅有幾篇文獻間接地提及（Richins 1983; Zeelenberg and Pieters 2004），根據本研究的調查，多達65.9%的受訪者曾有不滿意卻未傳遞負面口碑之經驗，由此可知這是一個普遍的現象，卻鮮少研究深入探討，為填補此研究缺口，本研究旨在探討不滿意的消費者不傳負面口碑之動機。
本研究分為兩階段：首先，質化研究採用關鍵事件法，一共回收155份，不傳播負面口碑的原因共有86個關鍵事件，產生101個關鍵因素，歸納整理後得到共26項不滿意不傳負面口碑之因素分類；其次，量化研究將質化結果發展成問卷，發現「不願意為此付出心力/人格特質」及「不再有接觸機會/惡名遠播」與傳遞負面口碑可能性成現負相關，但「問題嚴重性低」卻和傳遞負面口碑可能性呈現正相關，文章最後提出討論、意涵及未來研究方向。

The potential responses that unsatisfied customers will take include delivering negative word-of-mouth, complaining to the seller, and switching brands. Knowledge of these topics has a great importance for not only academic but business; however, on the other side, there is a little research devoting to non-response of unsatisfied consumers. Concerning not delivering negative word-of-mouth, there are few researchers mentioned in their works (Richins 1983; Zeelenberg and Pieters 2004).
According to our research, up to 65.9% of the respondents have the experience of being face service or product failures without delivering negative word-of-mouth. This shows that this is a common topic but little attention was putting on it. To fill the gap, this paper demonstrates on figuring out why unsatisfied customers do not deliver negative word-of-mouth. The qualitative study (n = 92) with critical incident survey method explored 26 reasons why customers do not deliver negative word-of-mouth after experiencing service or product failures. In the quantitative study (n = 214), “effort / personal characteristics” and “no more chance/ everyone knows that” are negatively related to the possibility of delivering negative word-of-mouth. While “low problem severity” is positively related to the possibility of delivering negative word-of-mouth. In the end of this paper, we propose discussion, implication and direction for future research.

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