Science Research Management

Science Research Management ›› 2017, Vol. 38 ›› Issue (4): 104-112.

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Converting Negative Appended Reviews and Online Customers’ Attitudinal Ambivalence

Pan Xiaobo1, Huang Weilai2, Cai Shuqin2   

  1. 1. Accounting School, Zhongnan University of Economics and Law, Wuhan 430073, Hubei, China; 
    2. Management School, Huazhong University of Science and Technology, Wuhan 430074, Hubei, China
  • Received:2014-12-11 Revised:2016-04-28 Online:2017-04-20 Published:2017-04-17

Abstract: The paper explores the effects of converting negative appended reviews on online customers’ attitudinal ambivalence, which is one of the patterns of the emerging appended reviews forms. It is found through an experiment and ANOVA that reviews with a converting negative appended review affect online customers in a negative way to increase the attitudinal ambivalence, which is more powerful than ordinary negative reviews. And they also mitigate the biased assimilation caused by attitudinal ambivalence difference, and as a result the resistance to the negative reviews derived from positive attitude is impaired.

Key words: converting negative appended reviews, attitudinal ambivalence, online shopping, biased assimilation