Effects of Negative Emotions on the Perceived Helpfulness of Online Reviews

Due to the popularity of online shopping, consumers increasingly rely on online reviews to make purchase decisions. Based on the theory of emotional cognitive evaluation, a theoretical model of the relationship between negative emotion and perceived helpfulness is constructed. The effects of negative emotions (anger, worry etc.) on the perceived helpfulness of online reviews are tested by experimental methods. The study found that certainty of expression and cognitive effort play an intermediary role in the effects of emotions on the helpfulness of online reviews. Meanwhile, the consumerperceived emotion 'worry' is more helpful than 'anger' in negative reviews.