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Examining the Influence of Emotional Expressions in Online Consumer Reviews on Perceived Helpfulness
Information Processing & Management ( IF 8.6 ) Pub Date : 2020-06-23 , DOI: 10.1016/j.ipm.2020.102266
Mei-Ju Chen , Cheng-Kiang Farn

Drawing on the cognitive appraisal theory of emotions and the attribution theory, this study extends existing research by examining how the emotional expressions influence perceived helpfulness of online consumer reviews (OCRs). We include two negative emotions (anger, fear) and two positive emotions (pride, surprise). Each of these four emotions can be described with respect to six emotional appraisal dimensions which containing certainty, pleasantness, attentional activity, anticipated effort, control and others’ responsibility. Hypotheses thus developed were empirically validated using the laboratory experiment in the context of restaurant services. Research results indicated that emotion expressions in OCRs have an indirect effect on perceived helpfulness through attribution about the reviewer's cognitive effort. We find that reviews with negative emotions are perceived to be more reviewer's cognitive efforts than positive emotions. More specifically, OCRs with negative emotions tend to comprise more diagnostic features related the product or service, and are more informative. We further examined whether the gender of reader moderates the relationship between different emotional expressions and perceived reviewer's cognitive effort. The results find that reviews conveying positive emotions tended to have a greater impact on male readers’ perception of reviewer's cognitive effort than those of female readers. Reviews conveying negative emotions were found to have a greater impact on female readers’ perception of reviewer's cognitive effort than that of male readers. The study results add to existing knowledge of the influence of emotional expression on perceived helpfulness, which will advance our understanding of information processing in the psychological mechanisms influencing the attitude. Applying the results from this study, restaurant service providers can make different coping strategy for discrete emotions and platform administrators can assistant reviewer express their emotions more precisely.



中文翻译:

研究在线消费者评论中的情绪表达对感知帮助的影响

利用情感的认知评估理论和归因理论,本研究通过检查情感表达如何影响在线消费者评论(OCR)的感知帮助来扩展现有研究。我们包括两个负面情绪(愤怒,恐惧)和两个正面情绪(骄傲,惊讶)。可以相对于六个情感评估维度来描述这四种情感中的每一种,这些维度包含确定性,愉悦性,注意力活动,预期的努力,控制力和他人的责任感。在餐馆服务的背景下,通过实验室实验对由此形成的假设进行了经验验证。研究结果表明,OCR中的情感表达通过归因于审阅者的认知努力而间接影响感知的帮助。我们发现,负面情绪的评论比正面情绪被认为是评论者的认知努力。更具体地说,带有负面情绪的OCR倾向于包含更多与产品或服务相关的诊断功能,并且信息量更大。我们进一步检查了读者的性别是否缓和了不同情感表达与感知审阅者的认知努力之间的关系。结果发现,传达积极情绪的评论往往比男性读者对男性读者对评论者认知努力感知的影响更大。发现传达负面情绪的评论比男性读者对女性读者对评论者认知努力的感知影响更大。研究结果增加了对情绪表达对感知帮助的影响的现有知识,这将增进我们对影响态度的心理机制中信息处理的理解。应用这项研究的结果,餐厅服务提供商可以针对离散的情绪制定不同的应对策略,而平台管理员可以帮助审阅者更精确地表达自己的情绪。

更新日期:2020-06-24
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