Positive and Negative e-WoM of Hedonic and Utilitarian Consumption

Positive (negative) electronic word-of-mouth (eWOM) is likely (unlikely) to motivate consumers’ purchase decisions. Negative information cues are stronger than positive information cues to affect consumers’ judgments and purchase decisions. However, the literature has not addressed whether the negativity bias can apply to predict the positive-to-negative eWOM of hedonic and utilitarian consumption. we use big data tool (OpView) to analyze e-WOM of hedonic (flight travelling) and utilitarian (Carrefour mall) consumption that posted on forums, blogs, twitter, and facebook. From the survey results, we conclude that a positivity bias is better to explain the review of hedonic consumption, whereas a negativity bias is appropriate to explain the review of utilitarian consumption.