“…It is suggested that individuals are more honest in sharing their negative experiences online because the anonymity of a person on the Internet prevents them from facing any social consequences (Joinson, 2001;Yun & Park, 2011). Given that negative O-WOM may impede the purchase behavior of its receivers, and thus has the potential to decrease the revenues of firms (Liu, 2006;Reichheld, Markey, & Hopton, 2000), the concept recently has received a lot of attention in the academic literature (Duan, Gu, & Whinston, 2008a;Pan & Zhang, 2011;Sen & Lerman, 2007) and more research is openly called for (Lee & Song, 2010). …”