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Can Negative Online Reviews Be Perceived Differently on Different Websites?

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  • Mousumi Bose

Abstract

Prior research has suggested that negative online reviews may have greater effect to the receiver of word-of-mouth communication than similar positive online reviews. This research investigates the impact negative online reviews may have when consumers post them on different types of websites. Specifically, boundary conditions such as review types and review characteristics were considered as they interacted with website types to affect reviewer source credibility, specifically, reviewer expertise, trustworthiness, and ultimately, information usefulness. Study 1 results demonstrated that negative informative online reviews influence consumer’s perceptions of reviewer expertise on a knowledge-centric website compared to that on a social-centric website. However, this effect did not operate for negative online recommender reviews. Readers on knowledge-centric websites may want information to make decisions about reviewer expertise to determine whether a review was trustworthy and therefore, useful. Study 2 results demonstrated that high review reads had similar impact on both social-centric and knowledge-centric websites in terms of perceived reviewer expertise. However, when reviews had low reads, individuals on knowledge-centric websites may ignore such cues. Theoretical and managerial implications were discussed.

Suggested Citation

  • Mousumi Bose, 2024. "Can Negative Online Reviews Be Perceived Differently on Different Websites?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 16(2), pages 1-11, June.
    • Handle: RePEc:ibn:ijmsjn:v:16:y:2024:i:2:p:11
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    References listed on IDEAS

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    1. Park, Cheol & Lee, Thae Min, 2009. "Antecedents of Online Reviews' Usage and Purchase Influence: An Empirical Comparison of U.S. and Korean Consumers," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 332-340.
    2. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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