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Mitigating the Effect of Negative Word-of-Mouth in E-Commerce

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  • Kungpo Paul Tao

    (Elizabeth City State University, USA)

  • Yuan Xue

    (Elizabeth City State University, USA)

Abstract

This study explores the impact of negative word of mouth in the e-commerce market, with a focus on artwork products from small businesses for data analysis. To leverage Amazon's extensive customer base, sellers from various countries were selected. Secondary data, including customer reviews, ratings, and star evaluations, were collected for analysis. The findings reveal that customer dissatisfaction, negative perceptions, and negative word of mouth significantly influence a seller's performance. Notably, negative word of mouth serves as an indicator of product or service failure. Additionally, the study identifies key dimensions of negative word of mouth, primarily driven by overall product quality, color, and image evaluation. In conclusion, the study suggests that e-commerce sellers can mitigate the impact of negative word of mouth by adopting strategies such as ensuring fast delivery and enhancing information transparency.

Suggested Citation

  • Kungpo Paul Tao & Yuan Xue, 2025. "Mitigating the Effect of Negative Word-of-Mouth in E-Commerce," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 16(1), pages 1-24, January.
    • Handle: RePEc:igg:jcrmm0:v:16:y:2025:i:1:p:1-24
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