With the development of Internet technology, people tend to judge the quality of products and ser-vices through electronic word-of-mouth (eWOM), especially the negative eWOM. Although existing studies have investigated various antecedents of negative eWOM, they treat it as a whole without classification. In this study, we distinguish rational negative eWOM (RNW) from emotional negative eWOM (ENW) and explore different motivations for these two types of negative eWOM drawing on the consumer value perspective. Specifically, we propose a model to verify the impacts of functional, emotional, and social values (i.e., self-presentation, emotion release, and altruism) on RNW and ENW under the context of peer-to-peer accommodation platform (PPAP). The results suggested that self-presentation and emotion release had different levels of influences on RNW and ENW while the effects of altruism on RNW and ENW were reverse. Theoretically, the study contributes to extant lit-erature by engendering new research directions as well as providing a different insight on the effect of altruism on negative eWOM. Practically, this paper reminds PPAP hosts and further, e-commerce retailers to improve the quality of their product or service considering different sources of RNW and ENW.
Sun, Yongqiang; Yang, Chaofan; and Wang, Nan, (2019). "USERS SAY NEGATIVE WORDS FOR DIFFERENT REA-SONS: DISTINGUISHING THE SOURCES OF RATIONAL AND EMOTIONAL NEGATIVE EWOM AT PEER-TO-PEER ACCOMMODATION PLATFORM". In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden, June 8-14, 2019. ISBN 978-1-7336325-0-8 Research Papers.