題 目：Is Bad Always Stronger than Good? Revisiting Negativity Bias in the Formation of Online Consumer Trust
主講人：Zhang Han副教授 佐治亞理工大學偉德國際1946bv官網
時 間：2011年10月27日 下午2:30
地 點：主樓418會議室
主講人簡介：
張晗博士2000年獲得美國德克薩斯大學奧斯汀分校管理信息系統博士，是佐治亞理工大學偉德國際1946bv官網的Helen and John Taylor Rhett, Jr. 副教授（擁有終身教職），并擔任該院信息技術管理的領域主任（Area Coordinator），他也是著名的德克薩斯大學奧斯汀分校電子商務研究中心的客座研究員。他的研究主要集中在網絡信任和信譽、網上支付和電子市場的演化等方面。他的學術論文曾發表在Information Systems Research, Journal of Management Information Systems, Decision Support Systems等學術期刊。他現在是 Decision Support Systems, Electronic Commerce Research and Applications (ECRA), Pacific Asia Journal of the Association for Information Systems, Journal of Database Management的編委會成員。
內容簡介：
This research examines negativity bias in the formation of trust by online consumers evaluating peer information regarding potential sellers. Drawing on research from social perception, the authors propose that negative reviews are not always more influential than positive ones: although online consumers should be biased towards negative content when evaluating information concerning sellers’ integrity, the bias should be reduced for information concerning sellers’ competence. In two experiments, participants were provided text reviews (Study 1) or ratings (Study 2) of sellers in typical online settings, and then asked to provide evaluations of seller trustworthiness. As predicted, negative word-of-mouth was not always stronger than positive in trust formation; instead, the magnitude of the bias depended on the type of seller information encountered. These findings challenge the traditional wisdom of a universal negativity bias and contribute to current understanding regarding the development of consumer trust.
