时间：2013年6月17日（周一） 14:30-17:00
地点：南院逸夫楼507
主讲人：张晗 博士 美国佐治亚理工学院商学院 Helen and John Taylor Rhett, Jr.终身教授,佐治亚理工学院信息技术管理系主任(2007-2012)、现任商学院EMBA项目的学术总监（Faculty Director），管理学领域顶尖期刊MIS Quarterly（SSCI影响因子是7.497，管理学领域排名第一）特约副主编（Guest Associate Editor）。研究涵盖电子商务和信息技术经济学等领域，其多项研究成果在国际管理学领域顶尖期刊MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Decision Support Systems等学术期刊发表。曾获得美国德克萨斯大学奥斯汀分校的“杰出授课奖”（1999年）和佐治亚理工学院的CETL/BP年轻教师“杰出授课奖”提名（2004年）。2009年荣获佐治亚理工学院的“杰出本科生学术研究导师”奖（Outstanding Undergraduate Research Mentor Award）。2010年获得佐治亚理工学院的商学院的杰出授课奖（2010 Brady Family Award for Faculty Teaching Excellence）。
讲座提纲或主要观点：This paper explores effects of the emotions embedded in a seller review on its perceived helpfulness to readers. Drawing on frameworks in the emotion and cognitive processing literatures, we propose that over and above a well-known negativity bias, the impact of discrete emotions in a review will vary, and that one source of this variance is reader perceptions of reviewers’ cognitive effort. We focus on the roles of two distinct, negative emotions common to seller reviews: anxiety and anger. In Studies 1 and 2, experimental methods were utilized to identify and explain the differential impact of anxiety and anger in terms of perceived reviewer effort. In Study 3, seller reviews from Yahoo! Shopping websites were collected to examine the relationship between emotional review content and helpfulness ratings. Our findings demonstrate the importance of examining discrete emotions in online word-of-mouth, and they carry important practical implications for consumers and online retailers.
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