The Effect of Valence and Layout of Online Reviews on Purchase Intention

被引：0
|
作者：
Luo, Jintao [1 ]
Liao, Guangji [1 ]
Wang, Weibin [1 ]
Zhou, Jia [1 ]
机构：
[1] Chongqing Univ, Sch Management Sci & Real Estate, Chongqing 400044, Peoples R China
来源：
ADVANCES IN USABILITY, USER EXPERIENCE, WEARABLE AND ASSISTIVE TECHNOLOGY, AHFE 2021 | 2021年 / 275卷
关键词：
Online reviews; Mental workload; Layout mode; EEG; MENTAL WORKLOAD; OVERLOAD; EWOM; EEG;
D O I：
10.1007/978-3-030-80091-8_65
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
This study explored the effect of layout mode and the consistency of online reviews valence on a subject's mental workload in the process of forming purchase intention. An experiment was designed based on the online shopping environment. A total of 15 young adults participated in the experiment and completed the shopping tasks. The results indicated that when forming purchase intention, subjects' mental workload reduced with positive and negative reviews of contrasting presentation, and the layout mode in which the content-rich reviews were arranged at the front increased subjects' mental workload.
引用
收藏
页码：551 / 555
页数：5
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