题 目：Is Bad Always Stronger than Good? Revisiting Negativity Bias in the Formation of Online Consumer Trust
主讲人：Zhang Han副教授 佐治亚理工大学12BET
时 间：2011年10月27日 下午2:30
地 点：主楼418会议室

主讲人简介：

        张晗博士2000年获得美国德克萨斯大学奥斯汀分校管理信息系统博士，是佐治亚理工大学12BET的Helen and John Taylor Rhett, Jr. 副教授（拥有终身教职），并担任该院信息技术管理的领域主任（Area Coordinator），他也是著名的德克萨斯大学奥斯汀分校电子商务研究中心的客座研究员。他的研究主要集中在网络信任和信誉、网上支付和电子市场的演化等方面。他的学术论文曾发表在Information Systems Research, Journal of Management Information Systems, Decision Support Systems等学术期刊。他现在是 Decision Support Systems, Electronic Commerce Research and Applications (ECRA), Pacific Asia Journal of the Association for Information Systems, Journal of Database Management的编委会成员。

内容简介：

        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.