Why are consumers unwilling to recommend when urgently requested for WOM? The role of perceived responsibility

Purpose Extensive research has explored the factors that drive consumers to make word-of-mouth (WOM) recommendations. However, limited attention has been paid to what inhibits consumers' willingness to recommend when confronted with WOM requests. This study investigates how WOM request urgency shapes recommenders' perceptions of responsibility, which, in turn, reduces their intentions to provide WOM recommendations. Furthermore, it explores strategies to alleviate consumers' concerns about being held responsible for potential negative outcomes stemming from their recommendations. Design/methodology/approach The research model was developed based on attribution theory and decision avoidance theory. Three experiments were conducted to test the proposed hypotheses, with assessment facilitated through scenario experiments and questions. Findings Consumers are less willing to make WOM recommendations when confronted with high WOM request urgency from others. Heightened WOM request urgency leads consumers to associate recommendation outcomes with personal responsibility, thereby reducing their willingness to make WOM recommendations. Notably, merchants' prior accommodative responses to product or service issues help mitigate this negative effect. Originality/value This study broadens the research perspective on the antecedents of consumers' WOM recommendations by examining the impact of WOM request urgency, contributing to the relevant literature on WOM recommendation intentions. The study identifies the underlying mechanism from a novel theoretical perspective, focusing on perceived responsibility. Furthermore, it explores conditions that enhance consumers' willingness to make WOM recommendations in WOM request contexts. The findings offer a fresh perspective for retailers seeking to develop effective strategies to encourage active consumer participation in WOM communication.