This study proposes a research model to investigate the antecedents and consequences of negative word of mouth (NWOM) under information asymmetry in the context of online shopping. This study obtained 400 valid samples and the results indicate that both seller and product uncertainty have significant and positive effects on NWOM. Seller uncertainty has a lower effect on NWOM than product uncertainty. NWOM leads buyers to switch to competitors in the pre-purchase stage. This study outlines implications regarding NWOM in the online shopping setting.
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