The Influence of Online Review Exposure on Reviewers’ Intensity Level of Negative Word of Mouth

Nowadays to post online review is becoming a common practice. However, apart from limited studies, little is known how online reviews can prejudice subsequent reviews. Our three experimental studies demonstrate that following negative service experiences, reviewers are influenced by earlier posted reviews when writing their own reviews. Exposing reviewers to negative (positive) valence reviews encourages them to write reviews with a higher (lower) intensity level of negative word of mouth (n-wom). Their level of immersion in the earlier posted reviews (i.e., perceived transportation) is the underlying explanatory mechanism behind this relationship. However, this mediating effect is stronger for novice (vs. expert) reviewers. Illuminating the potential influence of online reviews, this research suggests that online reviews should not be embraced literally by consumers and firms but should be utilized judiciously to enhance their service experiences and service quality