报告题目：Discrete Emotions in Online Seller Reviews: An Empirical and Experimental Investigation of Review Helpfulness

时间：2012年11月28日(周三)下午2:00-4:00

地点：学院南路校区学术会堂706

报告人简介：

张晗博士2000年获得美国德克萨斯大学奥斯汀分校管理信息系统博士，是佐治亚理工大学管理学院的Helen and John Taylor Rhett, Jr.副教授(拥有终身教职)，他也是著名的德克萨斯大学奥斯汀分校电子商务研究中心的客座研究员。他的研究主要集中在网络信任和信誉、网上支付和电子市场的演化等方面。他的学术论文曾发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Decision Support Systems等学术期刊。他现在是Decision Support Systems, Electronic Commerce Research and Applications ((ECRA), Pacific Asia Journal of the Association for Information Systems, Journal of Database Management的编委会成员。

报告主要内容：

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.