Negative online word-of-mouth: Behavioral indicator or emotional release?
► Negative O-WOM is strongly predictive for the intended future conduct of its sender. ► Both negative and positive emotion trigger negative O-WOM. ► Negative O-WOM functions as mediator between emotion and intended behavior. ► Community usefulness reinforces the influence of negative O-WOM on inten...
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| Published in: | Computers in human behavior Vol. 29; no. 4; pp. 1430 - 1440 |
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| Main Authors: | , , |
| Format: | Journal Article |
| Language: | English |
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Elsevier Ltd
01-07-2013
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| Abstract | ► Negative O-WOM is strongly predictive for the intended future conduct of its sender. ► Both negative and positive emotion trigger negative O-WOM. ► Negative O-WOM functions as mediator between emotion and intended behavior. ► Community usefulness reinforces the influence of negative O-WOM on intended sender behavior.
The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the sender’s motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender’s intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. |
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| AbstractList | ► Negative O-WOM is strongly predictive for the intended future conduct of its sender. ► Both negative and positive emotion trigger negative O-WOM. ► Negative O-WOM functions as mediator between emotion and intended behavior. ► Community usefulness reinforces the influence of negative O-WOM on intended sender behavior.
The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the sender’s motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender’s intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the senderas motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the senderas intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. [Copyright Elsevier Ltd.] The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-inouth on repatronage and switching intentions. As disclosing negarivp fppdhack online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. |
| Author | Verhagen, Tibert Feldberg, Frans Nauta, Anniek |
| Author_xml | – sequence: 1 givenname: Tibert surname: Verhagen fullname: Verhagen, Tibert email: t.verhagen@vu.nl – sequence: 2 givenname: Anniek surname: Nauta fullname: Nauta, Anniek email: annieknauta@gmail.com – sequence: 3 givenname: Frans surname: Feldberg fullname: Feldberg, Frans email: j.f.m.feldberg@vu.nl |
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| Snippet | ► Negative O-WOM is strongly predictive for the intended future conduct of its sender. ► Both negative and positive emotion trigger negative O-WOM. ► Negative... The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the... |
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| SubjectTerms | Communities Community usefulness Company usefulness Consumers Consumption Emotions Empirical analysis Indicators Internet Mathematical models Moderators Motivation Negative online word-of-mouth On-line systems Online Positive and negative affect Post-consumption Prediction Repatronage Scientific papers Switching |
| Title | Negative online word-of-mouth: Behavioral indicator or emotional release? |
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