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云南財(cái)經(jīng)大學(xué)名家講壇暨商學(xué)院龍泉學(xué)術(shù)講壇（第 31 期）

題目：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.

主講人：張晗       美國(guó)佐治亞理工學(xué)院教授

美國(guó)佐治亞理工學(xué)院商學(xué)院EMBA項(xiàng)目學(xué)術(shù)總監(jiān)

                   管理學(xué)國(guó)際頂尖學(xué)術(shù)期刊MIS Quarterly副主編

主持人：葉瓊偉     云南財(cái)經(jīng)大學(xué)商學(xué)院教授

                   國(guó)家教育部高等學(xué)校電子商務(wù)學(xué)科教指委委員

                   中國(guó)信息經(jīng)濟(jì)學(xué)會(huì)常務(wù)理事

時(shí)間：2015年4月2日（周四）晚19:30-21:30

地點(diǎn)：云南財(cái)經(jīng)大學(xué)南院逸夫樓410

主辦單位：科研處  商學(xué)院  研究生部