This study investigates how features of online product reviews affect persuasive outcomes. In particular, we focus on how emotional reviews can exert significant influence on how people process and act upon a review. We conducted a 2 × 2 × 2 between-subjects online experiment (N = 368) to explore the effects of (a) review emotionality (high vs. low), (b) valence (positive vs. negative), and (c) system-generated status cues as signaled by reviewer badges (present vs. absent) on perceived argument strength and purchase intention. Results revealed that for the positive reviews, but not for the negative reviews, the effect of review emotionality on purchase intention via perceived argument strength was significant only when reviewer badges were present. Specifically, positive emotional reviews with reviewer badges present increased purchase intention through increases in perceived argument strength. These findings highlight the unique role of online message characteristics in consumer decision making.

中文翻译：

---

在线情感产品评论何时具有说服力？探索审查者身份和价位在消费者购买决策中的影响

这项研究调查了在线产品评论的功能如何影响说服力的结果。尤其是，我们专注于情感评论如何对人们对评论的处理和行为产生重大影响。我们进行了2×2×2的受试者间在线实验（N = 368），以探讨（a）回顾情绪（高与低），（b）价（正与负）和（c）的影响系统生成的状态提示，如评论者的感知力和购买意愿通过评论者徽章（存在与不存在）发出信号。结果显示，对于正面评价，而非负面评价，只有当存在评价员徽章时，评价情绪通过感知的论点强度对购买意愿的影响才有意义。特别，带有审阅者徽章的正面情感评论通过感知的论点强度的提高而呈现出购买意愿的提高。这些发现突出了在线消息特征在消费者决策中的独特作用。