Evaluating right versus just evaluating online consumer reviews

作者：

Highlights：

• Online review valence alone does not affect review usefulness and intentions.

• Consumers high in assessment evaluate negative reviews as being more useful.

• Consumers high in locomotion tend to evaluate positive reviews as being more useful.

• Negative reviews have an indirect positive effect on intention.

• This indirect effect is mediated by usefulness for consumers high in assessment.

摘要

•Online review valence alone does not affect review usefulness and intentions.•Consumers high in assessment evaluate negative reviews as being more useful.•Consumers high in locomotion tend to evaluate positive reviews as being more useful.•Negative reviews have an indirect positive effect on intention.•This indirect effect is mediated by usefulness for consumers high in assessment.

论文关键词：Recommendation system,e-WOM,Message usefulness,Purchase intention,Regulatory mode orientation,Mediated moderation

论文评审过程：Available online 8 January 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2014.12.036