Digital Therapy for Negative Consumption Experiences: The Impact of Emotional and Rational Reviews on Review Writers
研究了消费者在撰写负面消费体验评论时，同时表达情感和理性内容能帮助其更快恢复情绪并增加再次购买意愿，为在线评论平台提供了数字疗愈功能的理论支持。
Abstract This research tests a solution for consumers to recover faster from negative experiences. We identify this solution by examining how the manner in which review writers express their emotions and rational thoughts in their reviews causally influences review writers. The results of five studies (field data and experiments) show that, similar to writing about traumatic life events, when review writers express both emotional and rational aspects in reviews about negative consumption experiences, they feel better afterwards (i.e., they recover affectively), and are more likely to purchase again (i.e., they recover cognitively). We further examine why writing integrated reviews has positive effects on review writers by collecting biophysiological response data, which provide support for an account related to affective recovery, and by analyzing thought listing data, which provide support for an account related to cognitive recovery. This research shows that writing online reviews can serve as a digital therapy tool that helps consumers recover from negative experiences.