Comparison of Negative eWOM Intention: An Exploratory Study

Abstract

A growing body of hospitality literature has examined eWOM (electronic word-of-mouth), but there has been a lack of empirical studies employing a comparative approach in a restaurant setting regarding negative eWOM. This study examined the antecedents of negative eWOM intention from customers who visit a restaurant for a variety of different primary purposes. The conceptual model investigated the factors that affect negative eWOM intention and any differences that may exist between event and non-event groups. Findings from a cross-sectional sample of 482 consumers showed that prior eWOM experience and preference for e-mail communication exerted a direct influence on negative eWOM intention for both groups.

Keywords:

• event group and non-event group
• negative eWOM
• prior eWOM experience restaurant customer