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首页> 外文期刊>Computers in Human Behavior >Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects
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Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects

机译：负面在线产品评论的可信度：评论者的性别，声誉和情感影响

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摘要

The electronic word-of-mouth (eWOM) literature supports the robust finding that negative reviews are generally more influential to consumer behavior than positive ones. Moreover, recent studies suggest that much of the negativity bias is driven by the distinct emotions embedded in the content of negative word-of-mouth (NWOM) and the interaction effects between emotions and other source factors. Although the gender of the information source is a common heuristic used in message evaluation, this is the first study to examine the effect of gender stereotypes on emotional NWOM. Two web-based experiments show that when reviewer reputation cues are present, emotional content in NWOM lowers the credibility of male reviewers and the helpfulness of their reviews, but does not affect female-authored reviews. In contrast, when reputation cues are absent, the presence of emotions in NWOM lowers the credibility of female reviewers, but not that of male reviewers. The reputation cue has a positive effect on NWOM credibility and helpfulness. Findings help companies understand the impact of gender stereotypes in online NWOM and detect the most helpful NWOM in order to correct product issues and improve future eWOM.
机译：电子口碑（eWOM）文献支持强有力的发现，即负面评论通常比正面评论对消费者行为的影响更大。此外，最近的研究表明，消极偏见的很大一部分是由负面口碑（NWOM）的内容中嵌入的独特情绪以及情绪与其他来源因素之间的相互作用所驱动的。尽管信息源的性别是在邮件评估中常用的试探法，但这是第一个研究检验性别刻板印象对情绪NWOM的影响的研究。两个基于网络的实验表明，当存在审阅者声誉提示时，NWOM中的情感内容会降低男性审阅者的信誉及其评论的帮助程度，但不会影响女性撰写的评论。相反，当没有声誉提示时，NWOM中存在的情绪会降低女性评论者的可信度，但不会降低男性评论者的可信度。声誉提示对NWOM的信誉和帮助有积极作用。调查结果帮助公司了解性别定型观念对在线NWOM的影响，并发现最有用的NWOM，以纠正产品问题并改善未来的eWOM。

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