Earticle

초록

영어

The present study explores the effect of negative word-of-mouth in online (eWOM). There are two types of negative eWOM—low rating and critical review—and each are referred by consumers for different purposes. When consumers refer to rating, the basis of the reference is the consumers’ acceptance level of product quality. The lowest acceptance level of product quality derives the concept of zone of tolerance (ZOT), where consumers can accept or tolerate the product quality as their choices. When consumers read critical reviews, they refer it to examine whether product could match their desired level of the quality. Critical reviews encompass two types of effects—aggravating and alleviating effects—and result in an inconsistent relationship between critical reviews and consumer perception. From these, the present study proposes: 1) a critical rating point, called ZOT, exists where no consistent relationship between rating and consumer perception can be found; and 2) ZOT varies with product types.

목차

Abstract
 Introduction
 Theoretical Background
  Analyzing Numeric eWOM: Ratings
  Analyzing Verbal eWOM: Reviews
 Hypotheses Development
  Zone of Tolerance
  Non-linear Effect of Negative Online Reviews within a ZOT
  ZOT Variations
 Validation Plan
  Step 1: H1 and H3 validation – Existence of ZOT and its variation
  Step 2: H2 validation – Non-liner impact of Negative Reviews
 Expected Contribution and Implication
  Academic Contribution
  Practical Implication
 References

저자

• Jung Lee [ Bang College of Business, KIMEP University ]
• L.G. Pee [ Department of Industrial Engineering and Management Tokyo Institute of Technology ]

참고문헌