隨著網際網路的發展，線上評論已變成消費者購買決策的重要管道，本研究係探討不同的負面情緒評論及其有效性之影響，並且加入讀者本身的特性會如何影響其對於網路評論有效性之看法。透過實驗模型的建立，我們觀察出焦慮的評論其有效性是高於焦慮的評論，關鍵在於感知到寫評論者的認知努力程度，因此不同的情緒評論其有效性上是有差別的。另外更以讀者的專家程度及涉入程度為調節，應證出當讀者的專家程度越高，會正向調節焦慮評論比生氣評論感知到的評論有效性;及當讀者的涉入程度越高，會負向調節焦慮評論比生氣評論感知到的評論有效性。;As Internet is spreading widely, online review has become an important way for customers to make a purchase decision. This paper investigates the effect of negative emotion on the perceived helpfulness of online review. We focus on the roles of two distinct, negative,emotions common to seller reviews: anxiety and anger. Reader’s characteristics is also a vital factors to be discuss. We adopt the reader’s level of expertise and involvement to explore the different impact of discrete emotions on a review. Our findings demonstrate the importance of examining discrete emotions in online review,and will be useful for retailer to understand what kind of review is helpful.
