時間：2013年6月17日（周一） 14:30-17:00
地點：云南財經(jīng)大學南院逸夫樓507
主講人：張晗 博士 美國佐治亞理工學院商學院 Helen and John Taylor Rhett, Jr.終身教授,佐治亞理工學院信息技術(shù)管理系主任(2007-2012)、現(xiàn)任商學院EMBA項目的學術(shù)總監(jiān)（Faculty Director），管理學領域頂尖期刊MIS Quarterly（SSCI影響因子是7.497，管理學領域排名第一）特約副主編（Guest Associate Editor）。研究涵蓋電子商務和信息技術(shù)經(jīng)濟學等領域，其多項研究成果在國際管理學領域頂尖期刊MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Decision Support Systems等學術(shù)期刊發(fā)表。曾獲得美國德克薩斯大學奧斯汀分校的“杰出授課獎”（1999年）和佐治亞理工學院的CETL/BP年輕教師“杰出授課獎”提名（2004年）。2009年榮獲佐治亞理工學院的“杰出本科生學術(shù)研究導師”獎（Outstanding Undergraduate Research Mentor Award）。2010年獲得佐治亞理工學院的商學院的杰出授課獎（2010 Brady Family Award for Faculty Teaching Excellence）。
講座提綱或主要觀點：This paper explores effects of the emotions embedded in a seller review on its perceived helpfulness to readers. Drawing on frameworks in the emotion and cognitive processing literatures, we propose that over and above a well-known negativity bias, the impact of discrete emotions in a review will vary, and that one source of this variance is reader perceptions of reviewers’ cognitive effort. We focus on the roles of two distinct, negative emotions common to seller reviews: anxiety and anger. In Studies 1 and 2, experimental methods were utilized to identify and explain the differential impact of anxiety and anger in terms of perceived reviewer effort. In Study 3, seller reviews from Yahoo! Shopping websites were collected to examine the relationship between emotional review content and helpfulness ratings. Our findings demonstrate the importance of examining discrete emotions in online word-of-mouth, and they carry important practical implications for consumers and online retailers.
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