网上口碑的信息效价与情感线索对说服效果的影响机制研究

An Investigation into the Effects of Information Valence and Emotion Cues of Online Word-of-Mouth on Persuasion

随着越来越多的消费者通过互联网搜集口碑信息，网上口碑对消费者行为的影响日趋显著。本研究采用实验方法调查了网上口碑的信息效价和情感线索对其说服效果的影响。我们的研究结果显示负面信息较正面信息具有更强的说服力，含有情感线索的网上口碑比没有情感线索的网上口碑说服效果更好。此外，我们还发现了信息诊断力和移情反应在说服过程中所起的中介作用。

As more and more consumers search the Internet for Word of-Mouth （WOM） when making decisions about products,online WOM is hearing an increasingly important impact on consumer behavior. Employing a laboratory experiment,this study examines how information valence and emotion cues of online WOM influence persuasion. Our results show that negative WOM are more influential than positive ones; WOM with emotion cues are more persuasive than those without. Furthermore, our findings suggest that the effects of information valence and emotion cues on persuasion are mediated by information diagnosticity and empathy.