Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects

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Craciun G, Moore K, (2019), Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects, Computers in Human Behavior, Volume 97, August 2019, Pages 104-115

https://www.sciencedirect.com/science/article/pii/S0747563219301025

Mots clés : Bouche à oreille électronique, Stéréotypes de genre, Émotion, Crédibilité de l’examinateur, Avis sur les produits, Expressions émotionnelles, Théorie de l’espérance linguistique

Résumé : La documentation électronique sur le bouche-à-oreille confirme la conclusion solide selon laquelle les avis négatifs influencent généralement plus le comportement des consommateurs que les avis positifs. De plus, des études récentes suggèrent qu’une grande partie du biais de négativité est motivée par les émotions distinctes intégrées dans le contenu du bouche à oreille négatif  et les effets d’interaction entre les émotions et d’autres facteurs sources. Bien que le sexe de la source d’information soit une heuristique courante utilisée dans l’évaluation des messages, il s’agit de la première étude à examiner l’effet des stéréotypes de genre sur le bouche à oreille émotionnel. Deux expériences basées sur le Web montrent que lorsque des indices de réputation de critique sont présents, le contenu émotionnel dans le bouche à oreille négatif diminue la crédibilité des critiques masculins et l’utilité de leurs critiques, mais n’affecte pas les critiques rédigées par des femmes. En revanche, lorsque les indices de réputation sont absents, la présence d’émotions dans le bouche à oreille négatif diminue la crédibilité des examinateurs féminins, mais pas celle des examinateurs masculins. L’indice de réputation a un effet positif sur la crédibilité et l’utilité du bouche à oreille négatif.

Grandes lignes :

  • Le bouche-à-oreille négatif influe généralement davantage sur le comportement des consommateurs que le bouche-à-oreille positif.
  • Cette étude examine les effets de la réputation et des stéréotypes liés au sexe sur la crédibilité et l’utilité du bouche-à-oreille négatif
  • Lorsque les indices de réputation des évaluateurs étaient absents, le contenu émotionnel du bouche-à-oreille négatif a nui à l’évaluation des critiques rédigées par des femmes
  • Lorsque les indices de réputation des examinateurs étaient présents, le contenu émotionnel du bouche-à-oreille négatif a nui à l’évaluation des critiques rédigées par des hommes.
  • L’indice de réputation a eu un effet positif sur la crédibilité et l’utilité du bouche-à-oreille négatif.

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