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首页> 外文期刊>International journal of service industry management >The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services
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The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services

机译：情绪，EWOM质量和在线审查顺序对消费者遵循数字服务获得的建议的影响

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Purpose - 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.Design/methodology/approach - 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.Findings - 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.Originality/value - 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.
机译：目的 - 本文分析了在线审查和意图的情感之间的相互关系，以遵循从数字平台获得的建议，特别注意审查价值序列的调节效果.Design/methodology/appach - 数据由830个西班牙TripAdvisor用户收集。在两步方法中，估计测量模型，分析了结构模型以测试所提出的假设。使用SmartPLS 3.0软件。测试评论的调节效果是测试.Findings - 数据分析对审查序列对在线信息提示和情绪的影响的偏见效果显示了遵循TripAdvisor获得的意图。当一家餐馆的在线评论以积极评估开始时，他们的感知说服力是在线评论引发的快乐和唤醒的更强大的驾驶员，而不是在否定审查时。另一方面，当用户读负面时，在线评论的感知助人只有触发器唤醒，然后是积极的，评论。乐趣对在线旅游社区提供的建议的影响较高，而且对于消极的序列，对负面序列较高。民间/价值 - 虽然研究人员已经证明了客户销售的福利，这是一个很大的未有意识是在线评论处理中情绪和认知信息的相互作用。这是第一次研究互及审查的调节效果的研究之一，了解情绪和认知信息提示对消费者遵循从数字服务获得的建议的消费者的影响。

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