How does review disconfirmation influence customer online review behavior? A mixed-method investigation

Purpose: With the growing online review manipulation and fake reviews in the hospitality industry, it is not uncommon that a consumer encounters disconfirmation when comparing the existing online reviews with his/her own product or service evaluation. The purpose of this study is to investigate the influence of review disconfirmation on customer online review writing behavior. Design/methodology/approach: This study used a mixed-method combining online secondary big data modeling and experimental design. Findings: Review disconfirmation influences customers’ emotional responses embedded in the review; a customer who encounters review disconfirmation tends to exert more reviewing effort, manifested by writing longer reviews; negativity bias exists in disconfirmation effects, in that negative review disconfirmation shows more significant and stronger effects than positive review disconfirmation. Practical implications: Findings from this study provide important managerial implications for business owners and marketers who attempt to influence online reviews. The study suggests that fictitious online review manipulation might be detrimental to the business. Originality/value: This research contributes to two literature streams, including research on the social influence of online consumer reviews, and the relationship between disconfirmation and consumers’ post-consumption behavior, by extending the influence of disconfirmation from the offline context to the online context.