Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Understanding Negative Electronic Word-of-Mouth(eWOM) : Social Ties and Key Determinants

부정적 eWOM에 대한 이해 : 사회적 연대와 핵심 요인

  • Received : 2011.08.12
  • Accepted : 2011.11.04
  • Published : 2011.11.30
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Abstract

The Internet has generated a number of online review sites where dissatisfied consumers can easily articulate their opinions and comments on products or services. Little attention, however, has been directed to investigating the relationship between negative electronic word-of-mouth (eWOM) and its critical determinants that affect consumers' purchasing behaviors. This study attempts to explore the influence of the key determinants of consumers' negative eWOM behaviors, including their social relationships online. The results show that tie strength is positively associated with the proposed determinants, such as information credibility, external search efforts, and product involvement. Further, we find that perceived risk plays a mediating role in the relationship between consumers' intention to spread eWOM and its key determinants.

Keywords

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