A two-path model on the effects of positivity and empathy reflected by online reviews: a choice mechanism perspective

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	A two-path model on the effects of positivity and empathy reflected by online reviews: a choice mechanism perspective
	Wang, X.; Chow, W. C.; Yang, Z.
	2012-09-01
Source Publication	International Journal of Internet Marketing and Advertising
ISSN	1477-5212
Pages	260-276
Abstract	This research uses the three choice mechanisms, i.e., cognitive, normative, and affective processes, to examine the impacts of two interrelated aspects regarding online reviews, i.e., positivity of online reviews and empathy reflected by online reviews, on online purchase intentions through two studies. Results reveal that positivity of online reviews is more strongly related to both cognitive and normative processing, whereas empathy reflected in response to searchers’ problems is found to influence consumers’ affective decision making, thus leading to the development of a two-path model regarding the psychological mechanisms about online reviews. Theoretical and managerial implications are discussed.
Keyword	cognitive process normative process affective process online reviews empathy purchase intention internet marketing
Language	英語English
The Source to Article	PB_Publication
PUB ID	8871
Document Type	Journal article
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Chow, W. C.
Recommended Citation GB/T 7714	Wang, X.,Chow, W. C.,Yang, Z.. A two-path model on the effects of positivity and empathy reflected by online reviews: a choice mechanism perspective[J]. International Journal of Internet Marketing and Advertising, 2012, 260-276.
APA	Wang, X.., Chow, W. C.., & Yang, Z. (2012). A two-path model on the effects of positivity and empathy reflected by online reviews: a choice mechanism perspective. International Journal of Internet Marketing and Advertising, 260-276.
MLA	Wang, X.,et al."A two-path model on the effects of positivity and empathy reflected by online reviews: a choice mechanism perspective".International Journal of Internet Marketing and Advertising (2012):260-276.

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