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

讲座人：王乐副教授

讲座时间： 2022年9月21日（星期三），上午9:00-10:30

讲座地点：腾讯会议 688-374-455

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.