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...

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Bibliographic Details
Published inInternet research Vol. 34; no. 2; pp. 563 - 585
Main Authors Yang, Chaofan, Sun, Yongqiang, Wang, Nan, Shen, Xiao-Liang
Format Journal Article
LanguageEnglish
Published Bradford Emerald Publishing Limited 19.03.2024
Emerald Group Publishing Limited
Subjects
Accommodation
Altruism
Consumers
Consumption
Coping
Hospitality Occupations
Information Sources
Literature Reviews
Resistance (Psychology)
Sharing economy
Social Psychology
Social Values
Peer-to-peer accommodation platform
Emotional negative eWOM
Consumer value
Rational negative eWOM
Sharing economy
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Summary: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.
ISSN:1066-2243
2054-5657
DOI:10.1108/INTR-02-2022-0120