The effects of online reviews on the intensity level of consumers' negative word-of-mouth after service failures

In contrast to existing studies that focus mainly on the extent to which online reviews influence consumers' decision-making processes, this study responds to a recent call for more comprehensive consumer research on online reviews from the reviewers' perspective. This research therefore investigates the extent to which consumers' exposure to online reviews can influence the intensity level of their negative word-of-mouth (n-wom) expressed in their written reviews following negative service experiences. More specifically, this research examines the role of consumers' perceived transportation into previous online reviews as the underlying explanatory mechanism behind this relationship, and includes consumers' prior experience in posting reviews as a moderator.