The Impact Of Anger And Sadness In Bad Reviews On The Perceived Online Reviews Usefulness

According to Jupiter Research,an internationally renowned market research firm,more than 75%of consumers will be able to look through online reviews before they buy products online.These online reviews affect their buying intentions and purchasing decisions.In a large number of online reviews are often paid more attention by consumers and businesses.How to identify high-quality bad feedback information has become a hot topic of scholars.Until now,the research on bad reviews is mainly focused on the easy-to-observe indicators,such as the relationship between the number of negative reviews and the sales,which means that the impact of negative reviews on the perception of usefulness of different consumers is not studied in depth.In this paper,two specific emotions of anger and sadness are choose,and the concept of product involvement is introduced as the mediator variable to explore the relationship among the specific emotions in bad online reviews,the product involvement and the perceived usefulness of online reviews.The main points of this work are:(1)Writing the same review through two different emotions,such as anger and sadness,if there is different impact on the perceived usefulness of consumers,and what is the difference?(2)how product involvement regulates the impact of specific emotions,anger and sadness,on the perceived usefulness of bad online reviews.In order to solve the questions above,the framework model of this paper is constructed based on the signal theory,social impact theory as well as the evaluation tendency framework theory,and 4 related hypotheses are present at the same time.The experimental data,acquired through the questionnaire,are developed by 2 x 2 experiment.After obtaining the experimental data,SPSS 19.0 is used to analyze the data.Through the single factor analysis of variance,the control test of the experimental design and the control test of the general characteristics of the consumers are completed.Finally,the hypothesis is tested by the variance analysis of the two-factor repeated experiments,and the conclusion of this paper is obtained.The main conclusions of this paper are:(1)Negative emotions such as anger and sadness,have a significant impact on the perceived usefulness of onlion reviews.What is more,sadness has a greater impact on the perceived usefulness of bad online reviews than anger.(2)In addition,the product involvement has no significant influence on the perceived usefulness of bad online reviews.(3)The results of two-factor interaction analysis show that significant influence of the perceived usefulness of bad online reviews could be found between the negative emotions(anger and sadness)and the product involvement.When the product involvement is high,negative emotions anger are less influential than When the product involvement is low,When the product involvement is high,negative emotions sadness are higher influential than When the product involvement is low.