Online review is a powerful source of information nowadays thanks to the advance of technology that happened to shift the traditional shopping in brick and mortal store to virtual environment. The important role of online reviews has gained a huge attention of academia and marketers for the past decades; Its influence to multi-level of consumer’ behaviors and firm’s success indicators would not be more highlighted. However, not all the online review is desirable from the firm’s perspective and this is the case of unfavorable feedback, which is known as negative online review. The available of many online review platforms where consumers are free to access and be encouraged to write feedback amplify the sabotage effects due to the lack of ability to control and manage from reviewed firm. A comprehensive strategy to handle the omnipresent of negative review requires an in-depth understanding about multi-factors that drive consumer to write and make their feedback available somewhere. The three studies with mixed methods in the current research will steps by steps explore consumer’ motivations and other factor related to review platforms, the inter-relationship among them that result in intention to contribute unflavored feedback online. The findings are expected to have some meaningful contribution for academic and practical implication.

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