Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects
作者：
Highlights：
• Negative word-of-mouth (NWOM) is generally more influential to consumer behavior than positive word-of-mouth.
• This study examines reputation and emotion-related gender stereotype effects on NWOM credibility and helpfulness.
• When reviewer reputation cues were absent, emotional content in NWOM harmed the evaluation of female-authored reviews.
• When reviewer reputation cues were present, emotional content in NWOM harmed the evaluation of male-authored reviews.
• The reputation cue had a positive effect on NWOM credibility and helpfulness.
摘要
•Negative word-of-mouth (NWOM) is generally more influential to consumer behavior than positive word-of-mouth.•This study examines reputation and emotion-related gender stereotype effects on NWOM credibility and helpfulness.•When reviewer reputation cues were absent, emotional content in NWOM harmed the evaluation of female-authored reviews.•When reviewer reputation cues were present, emotional content in NWOM harmed the evaluation of male-authored reviews.•The reputation cue had a positive effect on NWOM credibility and helpfulness.
论文关键词：Electronic word-of-mouth,Gender stereotypes,Emotion,Reviewer credibility,Review helpfulness,Product reviews,Emotional expressions,Language expectancy theory
论文评审过程：Received 15 July 2018, Revised 18 February 2019, Accepted 10 March 2019, Available online 12 March 2019, Version of Record 19 March 2019.
论文官网地址：https://doi.org/10.1016/j.chb.2019.03.010
