負面口碑是很重要的議題，過去研究發現負面口碑比正面口碑更具傳播力和影響力。然而，過去幾乎沒有負面口碑領域的引文分析研究，回顧文獻大多侷限在一些子領域的回顧，缺少有時間概念的連續型文獻回顧。本研究的目的在於透過引文分析和主路徑分析的方法 (a) 瞭解負面口碑文獻的引文狀況，(b) 找出負面口碑領域之重要文獻，(c) 瞭解負面口碑領域中構念的演進路徑。研究結果發現：Richins (1983) 是負面口碑領域中最重要的一篇文獻；負面口碑領域中有三條重要路徑，分別是：負面口碑行為、負面口碑動機、抱怨和服務補救。本研究的貢獻在於幫助學者和管理者更輕鬆且全面性地獲得負面口碑相關知識，並提出一些可供未來研究的方向。

Negative word of mouth is an important topic. The result of previous researches has demonstrated that negative word of mouth is more spreading and powerful. However, there is rarely citation analysis research of negative word of mouth. And the review papers are limited in focusing on sub-field only. There is no continuous review paper with time concept. The purpose of this research aims to (a) understand the citation of negative word of mouth papers, (b) find the core papers in the negative word of mouth field, and (c) understand the development path of construct of negative word of mouth field. The results of research reveal that the paper, Richins (1983), plays the most important role in negative word of mouth field. And there are three important routes: behavior of negative word of mouth, motive of negative word of mouth, complaint and service recovery. The findings allow researchers and managers to gain more comprehensive knowledge related to negative word of mouth more easily; and this paper forwards a set of directions for future researches.

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