| 报告题目 | Discrete Emotions in Online Seller Reviews: An Experimental and Empirical Exploration of Review Helpfulness* | ||
| 报告人（单位） | 张晗，美国佐治亚理工学院管理学院 副教授（拥有终身教职） | ||
| 点评人（单位） | 张建军（电子商务系） | 点评人（单位） | 黄超（电子商务系） |
| 时间地点 | 2012年5月18日周五下午2:00九龙湖经管院A416会议室 | ||
| 报告内容摘要 | | ||
| This research explores effects of the emotions embedded in a seller review on its perceived helpfulness. Drawing on frameworks from the emotion and cognitive processing literatures, the authors propose that although emotional review content is subject to a well-known negativity bias, the impact of discrete emotions will vary, and that one source of this variance is perceptions of reviewers’ cognitive effort. We focused on the roles of two distinct, negative emotions common to seller reviews: anxiety and anger. In Study 1, an experiment was utilized to identify and explain the differential impact of anxiety and anger in terms of perceived reviewer effort. In Study 2, actual seller reviews from Yahoo! Shopping websites were collected to determine the effects of anxiety and anger on review helpfulness. Our findings demonstrate the importance of examining discrete emotions in online word-of-mouth, and they carry important practical implications for consumers and online retailers. * Co-authors: Dezhi Yin, Georgia Institute of Technology; Sam Bond, Georgia Institute of Technology | |||