Author(s)

Bai Limei

Corresponding Author

Bai Limei

Abstract

Based on Spencer-Oatey’s rapport management theory, using 240 negative online book reviews on Amazon.com, this paper explores the main strategies used to challenge harmonious interpersonal relationships and elucidates pragmatic motivations of negative online reviews with the aid of the software Nvivo 12. The results show that, according to the degree of directness, negative book reviews mainly include direct negative review strategies, indirect negative review strategies, and positive review strategies. Consumers’ pragmatic motivations for posting negative online reviews are to threaten or disrupt the harmonious relationship and to achieve specific interaction goals. This paper provides a new research perspective on negative online reviews by associating negative reviews with computer-mediated communication.

Keywords

Negative online book reviews, Strategies, Pragmatic motivations, Rapport management theory