Observer?Heterogeneity?on?The?Persuasiveness?of?Deviatory?Reviews

讲座名称：Observer Heterogeneity on The Persuasiveness of Deviatory Reviews

讲座人：王乐 副教授

讲座时间：9月29日19:00

讲座地点：腾讯会议直播（ID：232 829 873）

讲座人介绍：

王乐，西安交通大学经济与金融学院副教授，硕士生、博士生导师，电子商务系系主任。研究成果发表于Information Systems Research, Information Systems Journal，Information & Management，Decision Support Systems，Journal of Business Research，Journal of International Management，Management Decision和《系统工程理论与实践》，《系统管理学报》等知名期刊20余篇。主持并参与了国家自然科学基金面上项目、青年项目、教育部人文社科面上项目等国家级和省部级项目19项。获2022年 “陕西省高校科技进步一等奖（第一完成人）”，多篇论文和决策建言被中国关工委、中共陕西省省委、陕西省中小企业服务中心、西安市政府等企事业单位采纳，产生了一定的经济和社会效益。

讲座内容：

Due to the diverse backgrounds of consumers, mixed or inconsistent opinions are commonplace in online reviews. Studies suggest that rating deviation, defined as the extent that individual review rating deviate from the product’s average rating, heightens review persuasiveness, while other studies propose the opposite. We reconcile this dispute by taking the interpersonal differences of the review readers into consideration. Utilizing the information adoption model, we suggest that rating deviation increases informativeness but decreases source credibility, which are considered as two critical antecedents of review persuasiveness. Drawing on the analytical persuasion theory, we propose that consumers’ risk attitudes and browsing intentions influence how they balance the mediating effect of informativeness and source credibility, leading to distinct relationships (either positive or negative) between rating deviation and review persuasiveness. A cross-sectional online experiment accompanied by a two-wave longitudinal lab experiment obtained convergent evidences for the above proposals. Our findings provide important and useful implications for both e-platform operators and consumers.

主办单位：经济与管理学院