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Abstract:
The power of negative electronic word-of-mouth (eWOM) is tremendous, but we have no idea that what percentage of eWOM is negative eWOM, how many negative eWOM messages are from the dissatisfaction with product (service), and how many responses mostly each negative eWOM message has by the previous research. This study analyzes a famous review website in Taiwan to examine above features of negative eWOM about three brands of Android phone. The results indicate that nearly 20% of eWOM is negative eWOM, most of the negative eWOM messages are spread as a result of the dissatisfaction with product, and a large part of negative eWOM messages have less than 10 responses. Detailed findings and discussion for the companies of cell phone are presented.
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