A study of the mechanism of the types of emotions in retailers' review request text on consumers' reviewing intention
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 2 January 2024
Abstract
Purpose
This 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/approach
To verify the relationships between these variables, two laboratory experiments were conducted in this study.
Findings
The 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 examining the underlying mechanism, this study uncovers two interconnected mediators, namely persuasive intent and cognitive (affective) resistance, along with empathy and helping intention. Additionally, the study explores the moderating role of customer satisfaction with the product, shedding light on the contextual factors that influence the effects of emotional cues in review texts.
Originality/value
This research contributes to the literature and practice by focusing on the process of retailers' generating online reviews. This is one of the first studies to systematically examine the effects of emotional text in retailers' review request on consumers' reviewing intention from the perspective of emotional evocation. The experimental findings and the underlying mechanisms emphasize the impact of different types of emotions in retailers' review requests texts on consumers' reviewing intentions. It can help retailers better understand the psychological reactions of consumers when they ask reviews, which provide theoretical support for retailers to design more reasonable asking texts.
Keywords
Acknowledgements
The authors disclosed receipt of the following for the research, authorship and/or publication of this article. This research was funded by the National Natural Science Foundation of China (No: 72272045 and 71831005).
Citation
Zhu, J., Li, P. and Shao, J. (2024), "A study of the mechanism of the types of emotions in retailers' review request text on consumers' reviewing intention", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-07-2023-0711
Publisher
:Emerald Publishing Limited
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