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【4月2日】When Do Consumers Value Positive versus Negative Reviews?

发布日期:2015-04-01点击: 发布人:商学院

云南财经大学名家讲坛暨商学院龙泉学术讲坛(第 31 期)

题目:When Do Consumers Value Positive versus Negative Reviews?

An Empirical Investigation of Confirmation Bias in Online Word of Mouth

摘要:In the online word-of-mouth literature, research has consistently shown that negative reviews have a greater impact on product sales than positive reviews. While this negativity effect is well documented at the product level, there is less consensus on whether negative or positive reviews are perceived to be more helpful by consumers. A limited number of studies document a higher perceived helpfulness for negative reviews under certain conditions, but accumulating empirical evidence suggest the opposite. To reconcile these contradictory findings, we propose that consumers’ pre-existing beliefs about products based on product-level information available online (such as the average product rating and the dispersion of ratings), play a vital role in their evaluation of individual reviews about the product. Specifically, using a panel data set collected from Apple’s App Store, we hypothesize and empirically demonstrate that consumers tend to perceive reviews that confirm (vs. dis-confirm) their existing beliefs as more helpful, and that this tendency is moderated by the confidence in their existing beliefs. Further, we show that confirmation bias can lead to greater perceived helpfulness for positive reviews when the average product rating is high, and for negative reviews when the average product rating is low, and it can therefore reconcile the mixed evidence in the literature. This paper is among the first to incorporate the role of prior beliefs in the evaluation of online reviews by consumers, and our findings have important implications for researchers, online retailers and review websites.

主讲人:张晗       美国佐治亚理工学院教授

美国佐治亚理工学院商学院EMBA项目学术总监

                   管理学国际顶尖学术期刊MIS Quarterly副主编

主持人:叶琼伟     云南财经大学商学院教授

                   国家教育部高等学校电子商务学科教指委委员

                   中国信息经济学会常务理事

时间:201542日(周四)晚19:30-21:30

地点:云南财经大学南院逸夫楼410

主办单位:科研处  商学院  研究生部 

张晗博士简介:云南财经大学特聘教授,美国佐治亚理工学院商学院 Helen and John Taylor Rhett, Jr.终身教授,佐治亚理工学院信息技术管理系主任(2007-2012)、现任商学院EMBA项目的学术总监(Faculty Director),管理学领域顶尖期刊MIS QuarterlySSCI影响因子是7.497,管理学领域排名第一)特约副主编(Guest Associate editor)。研究涵盖电子商务和信息技术经济学等领域,其多项研究成果在国际管理学领域顶尖期刊MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Decision Support Systems等学术期刊发表。曾获得美国德克萨斯大学奥斯汀分校的“杰出授课奖”(1999年)和佐治亚理工学院的CETL/BP年轻教师“杰出授课奖”提名(2004年)。2009年荣获佐治亚理工学院的“杰出本科生学术研究导师”奖(Outstanding Undergraduate Research Mentor Award 2010年获得佐治亚理工学院的商学院的杰出授课奖(2010 Brady Family Award for Faculty Teaching Excellence)。