Purpose

This study aims to delve into the varying impacts of different types of emotions conveyed through retailers' review request texts on consumers' intention to write a review.

Design/methodology/approach

To verify the relationships between these variables, two laboratory experiments were conducted in this study.

Findings

The findings indicate that when accompanied by an objective statement, texts that evoke empathy and favor have a positive influence on consumers' inclination to write a review. Moreover, by examining the underlying mechanism, this study uncovers two interconnected mediators, namely persuasive intent and cognitive (affective) resistance, along with empathy and helping intention. Additionally, the study explores the moderating role of customer satisfaction with the product, shedding light on the contextual factors that influence the effects of emotional cues in review texts.

Originality/value

This research contributes to the literature and practice by focusing on the process of retailers' generating online reviews. This is one of the first studies to systematically examine the effects of emotional text in retailers' review request on consumers' reviewing intention from the perspective of emotional evocation. The experimental findings and the underlying mechanisms emphasize the impact of different types of emotions in retailers' review requests texts on consumers' reviewing intentions. It can help retailers better understand the psychological reactions of consumers when they ask reviews, which provide theoretical support for retailers to design more reasonable asking texts.

中文翻译：

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零售商评论请求文本情绪类型对消费者评论意愿的作用机制研究

目的

本研究旨在深入研究通过零售商的评论请求文本传达的不同类型的情绪对消费者撰写评论的意图的不同影响。

设计/方法论/途径

为了验证这些变量之间的关系，本研究进行了两个实验室实验。

发现

研究结果表明，当伴随着客观的陈述时，引起同理心和好感的文字会对消费者撰写评论的倾向产生积极影响。此外，通过研究潜在的机制，本研究揭示了两个相互关联的中介因素，即说服意图和认知（情感）阻力，以及同理心和帮助意图。此外，该研究还探讨了客户对产品满意度的调节作用，揭示了影响评论文本中情感线索效果的情境因素。

原创性/价值

这项研究通过关注零售商生成在线评论的过程，为文献和实践做出了贡献。这是首次从情感唤起的角度系统地考察零售商评论请求中的情感文本对消费者评论意图的影响的研究之一。实验结果和潜在机制强调了零售商评论请求文本中不同类型的情绪对消费者评论意图的影响。它可以帮助零售商更好地了解消费者在询问评论时的心理反应，为零售商设计更合理的询问文本提供理论支持。