Online consumer reviews: Does negative electronic word-of-mouth hurt more?

Christy M K Cheung, Matthew K.O. Lee

    Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

    19 Citations (Scopus)

    Abstract

    Web-based technologies have created numerous opportunities for electronic word-of-mouth (eWOM) communication. This phenomenon impacts retailers as this easily accessible information could greatly affect consumer purchasing decision. The connectivity of the Web allows one-to-many and many-to-many communications among users that make information spread much faster and broader, including the spread of negative information. In this paper, we investigate the impact of online consumer reviews on consumer online purchasing decision. Specifically, we compare the impact of both negative and positive eWOM using a laboratory experiment. Our results show that the mean values of emotional trust and intention to shop online are significantly lower in the negative treatment group. We expect the result of this paper will generate researchers and marketers' interest in this important area of research and practice.

    Original languageEnglish
    Title of host publicationAMCIS 2008 Proceedings
    PublisherAssociation for Information Systems
    Pages3242-3251
    Number of pages10
    ISBN (Print)9781605609539
    Publication statusPublished - Aug 2008
    Event14th Americas Conference on Information Systems, AMCIS 2008 - Toronto, ON, Canada
    Duration: 14 Aug 200817 Aug 2008
    https://aisel.aisnet.org/amcis2008/

    Publication series

    Name14th Americas Conference on Information Systems, AMCIS 2008
    Volume5

    Conference

    Conference14th Americas Conference on Information Systems, AMCIS 2008
    Country/TerritoryCanada
    CityToronto, ON
    Period14/08/0817/08/08
    Internet address

    Scopus Subject Areas

    • Computer Science Applications
    • Computer Networks and Communications
    • Library and Information Sciences
    • Information Systems

    User-Defined Keywords

    • Electronic commerce
    • Electronic word-of-mouth
    • Negativity bias
    • Online consumer opinion platform
    • Online shopping
    • Trust

    Fingerprint

    Dive into the research topics of 'Online consumer reviews: Does negative electronic word-of-mouth hurt more?'. Together they form a unique fingerprint.

    Cite this