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6-12 美国佐治亚理工学院张晗教授学术讲座:“I” or “You”: The Role of Perspective Taking in Online Reviews

  • 发布日期:2017-06-12 12:09:00

题目:“I” or “You”: The Role of Perspective Taking in Online Reviews

主讲人:张晗 教授(美国佐治亚理工学院)

时间:2017年6月12日(星期一)下午16:30

地点:主楼418会议室

主讲人简介:

    张晗教授2000年毕业于美国德克萨斯大学奥斯汀分校,他的研究主要集中在网络信任和信誉、网上支付和电子市场的演化等方面。他的学术论文发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Decision Support Systems等学术期刊。他现在是 Decision Support Systems, Electronic Commerce Research and Applications (ECRA), Pacific Asia Journal of the Association for Information Systems, Journal of Database Management的编委会成员。

内容介绍:

    Online reviews are pervasive and important in the digital age. However, people may write reviews from completely different perspectives: from their self-interests or from future readers’ viewpoint. The present paper examines how taking the perspective of future review readers (prospective consumers) influences these readers’ perception of review helpfulness. Despite the widely shared view that perspective taking leads to positive outcomes, we propose that perspective taking can also negatively affect review helpfulness perceptions. This potential mixed-effect nature of perspective taking in online reviews has not been investigated theoretically or empirically. Drawing on the perspective taking and persuasion literature, we develop a theoretical framework emphasizing both positive and negative mechanisms through which reviewers’ perspective taking influences consumers’ perceived review helpfulness. Results of an archival analysis using Apple’s App Store, a follow-up survey, and an experiment provide consistent support for our hypotheses. Our findings challenge the predominant view of the positive effect of perspective taking, reveal its opposing mechanisms, and provide important implications for product/service providers, review platforms and reviewers.

 

(承办:管理工程系,科研与学术交流中心)