Do Consumes Always Keep Silence in the Internet Era When Dissatisfied?

This study investigates the relationship between dissatisfaction and willingness to spread negative word-of-mouth, focusing on exploring the potential factors underlying the mechanism. From the perspective of social relationship, we examine the moderating effects of social ties on the relationship between dissatisfaction and willingness to spread negative word- of-mouth. From the perspective of social exchange, we examine the moderating effects of psychological costs and benefits on the relationship between dissatisfaction and willingness to spread negative word-of-mouth. This study contributes to theory as well as to management.