“Understanding a fury in your words”: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors
作者：
Highlights：
• We distinguish the effects of posting and viewing e-NWOM on purchase behavior.
• We identify two moderators of e-NWOM and test their effects in two studies.
• Viewing e-NWOM decreases subsequent purchases.
• Posting e-NWOM has a positive interaction effect with company usefulness.
• Company apology only works for e-NWOM viewers, not posters.
摘要
•We distinguish the effects of posting and viewing e-NWOM on purchase behavior.•We identify two moderators of e-NWOM and test their effects in two studies.•Viewing e-NWOM decreases subsequent purchases.•Posting e-NWOM has a positive interaction effect with company usefulness.•Company apology only works for e-NWOM viewers, not posters.
论文关键词：Word-of-mouth (WOM),Complaint,Company usefulness,Company apology,Webcare,Propensity score matching
论文评审过程：Received 29 May 2015, Revised 14 August 2015, Accepted 18 August 2015, Available online 10 September 2015, Version of Record 10 September 2015.
论文官网地址：https://doi.org/10.1016/j.chb.2015.08.015
