| With the development and popularization of the Internet,individual netizens are not only consumers of content,but also the main force of content generation.However,user-generated content from a large number of individual netizens accelerates the rapid growth of global data,which inevitably leads to information overload.Due to the limited cognitive resources of individuals,heuristic information processing becomes more and more important in the context of information overload.Accordingly,this study focused on the influence of emotion associated with heuristic information processing on individual decision-making.Combined with the motivation of usergenerated content in specific contexts,in an e-commerce context that focuses on social sharing,this study investigated the interpersonal effect of emotional expression in usergenerated content on individual decision-making;while in the context of medical crowdfunding,given its focus on evoking emotional responses of donors to stimulus donations,this study explored the intrapersonal effect of emotional induction of usergenerated content on individual decision-making.This study investigated the emotional expression information in e-commerce.Existing research on review valence do not strictly distinguish emotional expression information from rational expression information,therefore,there is a lack of investigation of review valence from the perspective of emotional expression information in online reviews.Specifically,this study divided review content into emotional expression and rational expression content.Through laboratory experiments that can effectively control the independent variables,the results showed that emotional content has a direct impact on purchasing decisions.Then,based on the heuristicsystematic model,the results revealed the moderating effect of emotional expression information on the relationship between rational expression information and purchase decision.Accordingly,this study not only clarified the differences and connections between the impact of emotional expression information on purchasing decisions and the impact of review valence on purchasing decisions,but also provided a new explanation for the inconsistent findings of previous studies on the impact of review valence.Furthermore,on the basis of signaling theory,this study revealed the underlying mechanism of the impact of emotional expression information on purchasing decisions,including the mediating role of perceived product quality and the moderating role of empathy and cognitive effort.The findings confirmed that emotional expression information can be regarded as a signal to transmit product quality,and the interpretation distinctions between receivers determine actual reception level of a signal,thus this study expanded the application of signaling literature and signaling theory.This study explored the emotional induction information in medical crowdfunding,and focuses on the emotional induction effect of beneficiary photos.According to the actual use of beneficiary photos,this study divided beneficiary photos into healthy photos and unhealthy photos.Different from previous related studies on online crowdfunding and donation appeals that only focused on a single photo,this study explored the emotional induction effect of the sequence of multiple photos.Framing theory,which is widely applied in text,was extended to photos.Based on framing theory,the emphasis framing effect and equivalent framing effect of photo frames were identified.Using a unique dataset constructed from a leading medical crowdfunding platform,our findings demonstrated that the photo framing has significant influence on medical crowdfunding performance.Furthermore,a scenario-based experiment was conducted to detect the underlying mechanism,the results showed that the photo framing determines the emotional induction and cognitive responses of potential donors,and subsequently influence donation decisions.This study made theoretical contributions to the research related to online reviews,online crowdfunding and donation appeals in the field of information systems and marketing.In addition,this study provided practical implications for merchants and consumers of e-commerce,as well as crowdfunding fundraisers,donors and crowdfunding platforms of online medical crowdfunding. |
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