A study of the mechanism of the types of emotions in retailers' review request text on consumers' reviewing intention
Jikai Zhu,
Pengyu Li,
Jingbo Shao
Abstract:PurposeThis 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/approachTo verify the relationships between these variables, two laboratory experiments were conducted in this study.FindingsThe 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 ex… Show more
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