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In interactive digital commerce environments, negative electronic word-of-mouth (NeWOM)—particularly negative online reviews—profoundly shapes consumer perceptions and brand relationships. Yet, the underlying mechanisms through which NeWOMinfluences consumer conformity behavior remain underexplored from a qualitative, process-oriented perspective. This study adopts a grounded theory approach to analyze 1405 authentic negative smartphone reviews from a leading Chinese e-commerce platform. Through systematic open, axial, and selective coding, we develop a processual model that reveals how NeWOM triggers two interconnected yet distinct psychological mechanisms: the formation of generalized negative brand schema, driven by service/product failures and the internalization of psychological expectations, driven by unmet brand expectations and poor service attitudes. These mechanisms jointly shape consumer conformity behavior—the tendency to align one’s judgments and actions with perceived peer consensus reflected in negative reviews. Importantly, enterprises’ responsive improvements based on negative feedback operate as a feedback loop that can sustain or restore consumer–brand congruence. By reconceptualizing NeWOM as a dynamic, dialogic trigger within interactive marketing systems, this study extends electronic commerce theory and provides context-sensitive insight into how consumer conformity emerges and evolves in digital marketplaces.
Tan et al. (Tue,) studied this question.