題 目：Should You be Fired Up If You Want to be Helpful? Curvilinear Effects of Emotional Arousal in Online Word-of-Mouth
主講人：Han Zhang（Scheller College of Business, Georgia Institute of Technology）
時 間：2013年6月14日（周五）下午2:30
地 點：主樓216
內容摘要：
This paper examines the impact of emotional arousal on the perceived helpfulness of text reviews. Building on dimensional theories of emotion, we propose a curvilinear relationship by which the arousal conveyed in a text review will be associated by readers with higher perceived helpfulness when arousal levels are low, but the marginal benefit of additional arousal diminishes as arousal increases. We suggest that perceptions of reviewer effort and rationality underlie this curvilinear effect. To test these hypotheses, three studies were conducted. In Study 1, we collected review data from Apple’s App Store, coded those reviews for arousal using text analysis tools, and examined the curvilinear relationship between arousal and review helpfulness. In Study 2, we utilized a restaurant context and solicited realistic reviews adapted to diverse arousal versions by participants in a pretest. Then we experimentally manipulated arousal and valence of reviews in the main study and measured the process variables of perceived effort and rationality. In Study 3, we manipulated emotional arousal in a more constrained manner and explored whether the impact of arousal depends on product type. All studies provided support for a non-linear effect of emotional arousal regardless of valence and product type. We found that arousal positively influences review helpfulness when arousal levels are low, and this influence is mediated by perceived effort. As arousal increases beyond certain threshold, however, the effect of arousal ceases to exist. This paper reveals the necessity of considering emotional arousal when evaluating review helpfulness, and the results carry important practical implications.
主講人簡介：
張晗博士2000年獲得美國德克薩斯大學奧斯汀分校管理信息系統博士，是佐治亞理工大學偉德國際1946bv官網的Helen and John Taylor Rhett, Jr. 副教授（擁有終身教職），并擔任該院信息技術管理的領域主任（Area Coordinator），他也是著名的德克薩斯大學奧斯汀分校電子商務研究中心的客座研究員。他的研究主要集中在網絡信任和信譽、網上支付和電子市場的演化等方面。他的學術論文曾發表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Decision Support Systems等學術期刊。他現在是 Decision Support Systems, Electronic Commerce Research and Applications (ECRA), Pacific Asia Journal of the Association for Information Systems, Journal of Database Management的編委會成員。
