Disentangling the antecedents of rational versus emotional negative electronic word of mouth on a peer-to-peer accommodation platform

PurposeAlthough extant studies have investigated the antecedents of negative electronic word of mouth (eWOM), they treated it as a unidimensional concept without classification. To bridge this knowledge gap, this paper distinguishes rational negative eWOM (RNW) from emotional negative eWOM (ENW) and leverages the consumer value framework to investigate their drivers in the context of peer-to-peer accommodation platforms (PPAPs).Design/methodology/approachThis study collected data through an online survey of 437 PPAP users. Partial least squares (PLS) were used to validate the proposed hypotheses. Further, the path coefficients comparison method was adopted to distinguish the different impacts of consumer values on RNW and ENW.FindingsThis research showed that self-presentation exerted a positive impact on RNW, but its relationship with ENW was insignificant. Anger and regret were, respectively, positively related to ENW and RNW. Besides, altruism exerted a positive effect on RNW, whereas it had a negative effect on ENW.Originality/valueFirst, this paper makes a fresh attempt to categorize negative eWOM into RNW and ENW. Second, this paper draws upon the consumer value framework to dissect varied motivations for posting RNW versus ENW on PPAPs. Third, this paper empirically verifies the differential influences that consumer values exert on RNW and ENW.

[1]  C. Maertz,et al.  The relative impact of employees’ discrete emotions on employees’ negative word-of-mouth (NWOM) and counterproductive workplace behavior (CWB) , 2022, Journal of Product & Brand Management.

[2]  Raffaele Filieri,et al.  Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode , 2022, Journal of Business Research.

[3]  C. Jayawardhena,et al.  Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective , 2021 .

[4]  Nathaniel D. Line,et al.  When positive reviews backfire: The effect of review dispersion and expectation disconfirmation on Airbnb guests’ experiences , 2021, International Journal of Hospitality Management.

[5]  Ali Tamaddoni,et al.  EXPRESS: Religious Belief, Religious Priming, and Negative Word-of-Mouth in Everyday Service Failure Encounters: , 2021 .

[6]  Marta Mas Machuca,et al.  Building trust in sharing economy platforms: trust antecedents and their configurations , 2021, Internet Res..

[7]  Wan-Hsiu Sunny Tsai,et al.  Intended audience and valence of electronic word-of-mouth on social media: a study of Dutch consumers , 2020, Internet Res..

[8]  T. Zhang,et al.  Assessing Trust and Risk Perceptions in the Sharing Economy: An Empirical Study , 2020 .

[9]  Anil Bilgihan,et al.  How to prevent negative online customer reviews: the moderating roles of monetary compensation and psychological compensation , 2020 .

[10]  Ruggero Sainaghi.  The current state of academic research into peer-to-peer accommodation platforms , 2020 .

[11]  Jin-young Kim,et al.  Exploring perceptional typology of social media quitters and associations among self-esteem, personality, and motivation , 2020, Behav. Inf. Technol..

[12]  Richard A. Spreng,et al.  Consumer arrogance and word-of-mouth , 2020, Journal of the Academy of Marketing Science.

[13]  Zoey Chen,et al.  Why Unhappy Customers Are Unlikely to Share Their Opinions with Brands , 2020, Journal of Marketing.

[14]  Yan Lin,et al.  Sentiment and guest satisfaction with peer-to-peer accommodation: When are online ratings more trustworthy? , 2020 .

[15]  Mitchell Ross,et al.  Negative and positive customer shopping experience in an online context , 2020 .

[16]  F. Okumus,et al.  Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation , 2020 .

[17]  Qimei Chen,et al.  Managing negative word-of-mouth: the interplay between locus of causality and social presence , 2019 .

[18]  Ji Wu,et al.  The influence of role stress on self-disclosure on social networking sites: A conservation of resources perspective , 2019, Inf. Manag..

[19]  M. S. Balaji,et al.  Together we tango: Value facilitation and customer participation in Airbnb , 2019, International Journal of Hospitality Management.

[20]  Bushra K. Mahadin,et al.  An intervariable approach to customer satisfaction and loyalty in the internet service market , 2019, Internet Res..

[21]  Hee-Woong Kim,et al.  What makes people send gifts via social network services? A mixed methods approach , 2019, Internet Res..

[22]  Rebekah Russell–Bennett,et al.  The role of emotional value for reading and giving eWOM in altruistic services , 2019, Journal of Business Research.

[23]  Katerina Makri,et al.  Emotions within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand , 2019, Journal of Interactive Marketing.

[24]  Tianyu Ying,et al.  Enhancing customer trust in peer-to-peer accommodation: A “soft” strategy via social presence , 2019, International Journal of Hospitality Management.

[25]  Jianshan Sun,et al.  An investigation on online reviews in sharing economy driven hospitality platforms: A viewpoint of trust , 2019, Tourism Management.

[26]  Riadh Ladhari,et al.  Personality traits and complaining behaviors: A focus on Japanese consumers , 2019, Psychology & Marketing.

[27]  Sergio Venturini,et al.  plssem: A Stata Package for Structural Equation Modeling with Partial Least Squares , 2019, Journal of Statistical Software.

[28]  D. Dalli,et al.  When empathy prevents negative reviewing behavior , 2019, Annals of Tourism Research.

[29]  Xi Zhang,et al.  Just being there matters: Investigating the role of sense of presence in Like behaviors from the perspective of symbolic interactionism , 2019, Internet Res..

[30]  Yaou Hu,et al.  Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality matter? , 2018, International Journal of Hospitality Management.

[31]  Kevin Kam Fung So,et al.  Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach , 2018, Tourism Management.

[32]  Margaret Meiling Luo,et al.  Cognitive appraisal of incident handling, affects, and post-adoption behaviors: A test of affective events theory , 2018, Int. J. Inf. Manag..

[33]  W. Ahmad,et al.  Modeling consumer distrust of online hotel reviews , 2018 .

[34]  Yusaf H. Akbar,et al.  The sharing economy and the future of the hotel industry: Transaction cost theory and platform economics , 2018 .

[35]  Yang Jianzhou,et al.  Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications , 2018, Comput. Hum. Behav..

[36]  L. G. Pee,et al.  Community's knowledge need and knowledge sharing in Wikipedia , 2018, J. Knowl. Manag..

[37]  Lane T. Wakefield,et al.  Anxiety and Ephemeral Social Media Use in Negative eWOM Creation , 2018 .

[38]  Zhaohua Deng,et al.  Knowledge sharing motivations in online health communities: A comparative study of health professionals and normal users , 2017, Comput. Hum. Behav..

[39]  J. Byers,et al.  The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry , 2017 .

[40]  Yi-Cheng Ku,et al.  The power of a thumbs-up: Will e-commerce switch to social commerce? , 2017, Inf. Manag..

[41]  Pablo Farías.  Identifying the factors that influence eWOM in SNSs: the case of Chile , 2017 .

[42]  Chechen Liao,et al.  Factors influencing online shoppers' repurchase intentions: The roles of satisfaction and regret , 2017, Inf. Manag..

[43]  Frances M. T. Brazier,et al.  Exploration of multi-layered knowledge sharing participation: the roles of perceived benefits and costs , 2016, J. Knowl. Manag..

[44]  Dimitrios Buhalis,et al.  The influence of e-word-of-mouth on hotel occupancy rate , 2016 .

[45]  David Dubois,et al.  Sharing with Friends versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence , 2016 .

[46]  Juho Hamari,et al.  The sharing economy: Why people participate in collaborative consumption , 2016, J. Assoc. Inf. Sci. Technol..

[47]  Bettina Grün,et al.  Increasing sample size compensates for data problems in segmentation studies , 2016 .

[48]  Daniel A. Guttentag.  Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector , 2015 .

[49]  Nicola Stokburger-Sauer,et al.  Motivational Drivers of Content Contribution to Company‐ Versus Consumer‐Hosted Online Communities , 2015 .

[50]  David C. Yen,et al.  Understanding the perceived community value of Facebook users , 2014, Comput. Hum. Behav..

[51]  L. Harris,et al.  Moral disengagement of hotel guest negative WOM: moral identity centrality, moral awareness, and anger. , 2014 .

[52]  Hee-Woong Kim,et al.  A mixed methods approach to electronic word-of-mouth in the open-market context , 2013 .

[53]  Dimple R. Thadani,et al.  The impact of electronic word-of-mouth communication: A literature analysis and integrative model , 2012, Decis. Support Syst..

[54]  Atreyi Kankanhalli,et al.  What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation , 2012, Inf. Syst. Res..

[55]  Alok Gupta,et al.  Putting Money Where the Mouths Are: The Relation Between Venture Financing and Electronic Word-of-Mouth , 2012, Inf. Syst. Res..

[56]  William Lewis,et al.  Does PLS Have Advantages for Small Sample Size or Non-Normal Data? , 2012, MIS Q..

[57]  Sebastian Spaeth,et al.  Carrots and Rainbows: Motivation and Social Practice in Open Source Software Development , 2012, MIS Q..

[58]  Matthew K. O. Lee,et al.  What drives consumers to spread electronic word of mouth in online consumer-opinion platforms , 2012, Decis. Support Syst..

[59]  Rafael Currás-Pérez,et al.  Effects of dissatisfaction in tourist services: The role of anger and regret , 2011 .

[60]  Qian Huang,et al.  The impact of trust, guanxi orientation and face on the intention of Chinese employees and managers to engage in peer‐to‐peer tacit and explicit knowledge sharing , 2011, Inf. Syst. J..

[61]  Adamantios Diamantopoulos,et al.  Incorporating Formative Measures into Covariance-Based Structural Equation Models , 2011, MIS Q..

[62]  Marko Sarstedt,et al.  PLS-SEM: Indeed a Silver Bullet , 2011 .

[63]  Katja Gelbrich,et al.  Anger, frustration, and helplessness after service failure: coping strategies and effective informational support , 2010 .

[64]  Thomas M. Tripp,et al.  A comprehensive model of customer direct and indirect revenge: understanding the effects of perceived greed and customer power , 2010 .

[65]  Kai H. Lim,et al.  Web strategies to promote internet shopping: is cultural-customization needed? , 2009 .

[66]  J. J. Cronin,et al.  It Depends , 2009 .

[67]  Sung S. Kim,et al.  Internet Users' Information Privacy-Protective Responses: A Taxonomy and a Nomological Model , 2008, MIS Q..

[68]  Jonathan Evans.  Dual-processing accounts of reasoning, judgment, and social cognition. , 2008, Annual review of psychology.

[69]  J. Lerner,et al.  Feelings and Consumer Decision Making: The Appraisal-Tendency Framework , 2007 .

[70]  Catherine A. Cole,et al.  Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses , 2007 .

[71]  Qing Hu,et al.  Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management , 2007, MIS Q..

[72]  Ritu Agarwal,et al.  Through a Glass Darkly: Information Technology Design, Identity Verification, and Knowledge Contribution in Online Communities , 2007, Inf. Syst. Res..

[73]  M. Holbrook.  Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay , 2006 .

[74]  Robert W. Zmud,et al.  Behavioral Intention Formation in Knowledge Sharing: Examining the Roles of Extrinsic Motivators, Social-Psychological Factors, and Organizational Climate , 2005, MIS Q..

[75]  Dwayne D. Gremler,et al.  Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? , 2004 .

[76]  R. Pieters,et al.  Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services , 2004 .

[77]  R. Pieters,et al.  Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services , 2003 .

[78]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[79]  Wynne W. Chin,et al.  A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic - Mail Emotion/Adoption Study , 2003, Inf. Syst. Res..

[80]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[81]  Marcel Zeelenberg,et al.  Comparing Service Delivery to What Might Have Been , 1999 .

[82]  Zeelenberg,et al.  Emotional Reactions to the Outcomes of Decisions: The Role of Counterfactual Thought in the Experience of Regret and Disappointment. , 1998, Organizational behavior and human decision processes.

[83]  S. Epstein.  Integration of the cognitive and the psychodynamic unconscious. , 1994, The American psychologist.

[84]  Barbara L. Gross,et al.  Why we buy what we buy: A theory of consumption values , 1991 .

[85]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence , 1988 .

[86]  F. Bookstein,et al.  Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory , 1982 .

[87]  C. Fornell,et al.  Evaluating Structural Equation Models with Unobservable Variables and Measurement Error , 1981 .

[88]  K. Jayasimha,et al.  Consumer advocacy: Examining the feeling and doing following a failed service encounter , 2017 .

[89]  Hsin Hsin Chang,et al.  Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator , 2011, Inf. Manag..

[90]  Xueming Luo,et al.  Quantifying the Long-Term Impact of Negative Word of Mouth on Cash Flows and Stock Prices , 2009, Mark. Sci..

[91]  Marcel Zeelenberg,et al.  A Theory of Regret Regulation 1.0 , 2007 .

[92]  Cynthia M. Webster,et al.  Word-Of-Mouth Communications: a Motivational Analysis , 1998 .

[93]  Chih-Lun Yen,et al.  International Journal of Hospitality Management Hotel Attribute Performance, Ewom Motivations, and Media Choice , 2022 .