This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.,The data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.,The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.,While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

中文翻译：

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情绪，eWOM质量和在线评论顺序对消费者遵循数字服务建议的意愿的影响

本文分析了情绪之间的相互关系，在线评论的认知信息线索以及是否愿意遵循从数字平台获得的建议，并特别注意了评论价顺序的调节作用。数据来自830位西班牙Tripadvisor用户。采用两步法，估算了模型并分析了结构模型，以检验所提出的假设。使用了SmartPLS 3.0软件。测试了评论排序的调节作用。数据分析显示，评论序列对在线信息提示和情绪的影响对遵循Tripadvisor的建议的意愿产生偏见。当餐厅的在线评论以正面评论开头时，与以否定评论开始时相比，他们的感知说服力更是在线评论引起的愉悦和唤醒的驱动力。另一方面，只有当用户阅读负面评论，然后是正面评论时，在线评论的感知帮助才会引起唤醒。积极对消极情绪的积极性对遵循在线旅行社区所提供建议的意愿的影响要大于消极对积极序列的影响。虽然研究人员证明了客户评价对公司销售的好处，但很大程度上是未经调查的问题是相互作用在线评论的处理过程中，情绪和认知信息提示之间的关系。