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| ERPs Study on the Effect of Reviewer’s Membership on Perceived Review Usefulness |
| LING Bin1 XUE Jin-xia1 SUN Li-jun2 |
| 1.Business School, Hohai University, Nanjing 211100, China; 2. Arts College, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, China |
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Abstract The purpose of this study is to explore the effect of membership status and review valence on the perceived usefulness of online reviews with an approach of the Event-Related Potentials (ERPs). The behavioral results showed that the perceived review usefulness was higher in the VIP condition than in the non-VIP condition, and was higher in the negative review condition than in the positive review condition as well. ERPs results showed that compared with VIP, the non-VIP condition induced greater N2 amplitudes, indicating that individuals invested more attention resources in non-VIP comment information. The LPP effect induced by comment valence was moderated by membership status, that is, the negative comments of VIP evoked larger LPP amplitude than the positive comments, indicating that VIP status enhanced the emotional arousal level of online reviews. The results provide neural data support for the processing of identity features of useful knowledge in reviews.
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Published: 31 December 2022
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