隨著線上購物的普及，線上評論也越來越被重視並成功地發揮其功用。消費者也漸漸依賴線上評論來獲取資訊，來幫助降低網路購物上的風險，做出更好的購物決策。在 Anger in Consumer Reviews(Yin 2021)研究中將評論的幫助性與評論的影響力分開探討，提出即使消費者認為評論沒有幫助，但評論對消費者也會有影響。

此篇探討的主題非常新穎，故本研究以此篇延伸探討，了解不同價格和產品種類是否對評論幫助性和評論影響力會有不同的結果。本研究透過實驗設計來驗證憤怒網路評論、價格、產品種類對幫助性和影響力之關係，最後的研究結果也證實，價格和產品種類有顯著的調節效果，當消費者感知風險時，如:購買高單價產品或是經驗品，會產生歸因偏差以趨避風險，因此當有憤怒的產品評論出現時，會增加其幫助性並有負面的影響力。

With the popularity of online shopping, online reviews are increasingly valued and successfully used. Consumers are also increasingly relying on online reviews to obtain information to help reduce risks in online shopping and make better shopping decisions. In the Anger in Consumer Reviews (Yin 2021) study, the helpfulness of reviews and the influence of reviews are separately discussed and it proposed that even if consumers think that reviews are not helpful, reviews will have an impact on consumers.
The topic discussed in this article is very novel. Therefore, our study extends the discussion with this article and understand different prices and products whose impact on the review's helpfulness and attitude. This study uses an experimental design to verify the relationship between angry online reviews, price, and product type on helpfulness and attitude. The final findings also confirm that price and product type have significant moderating effects. When consumers perceive risks, such as buying high-priced products or experiencing products will generate attribution bias to avoid risks, so when anger reviews appear, it will increase their helpfulness and have a negative impact.

1. Bae, S., & Lee, T. (2011). Product type and consumers ’ perception of online consumer reviews. Electron Markets, 255–266.
2. Chen, Z., & Lurie, N. H. (2013). Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth. Journal of Marketing Research, L(August), 463–476.
3. Dellarocas, C. 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science (49:10), pp. 1407-1424.
4. Donald R. Lichtenstein, Nancy M. Ridgway and Richard G. Netemeyer.
Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research Vol. 30, No. 2 (May, 1993), pp. 234-245 (12 pages)
5. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
6. Fiske, Susan T. (1980), "Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior," Journal of Personality and Social Psychology, 38 (6), 889-906.
7. Gabriel Sperandio Milan1 ,Suélen Bebber2 , Deonir De Toni &LucieneEberle. Information Quality, Distrust and Perceived Risk as Antecedents of Purchase Intention in the Online Purchase Context. Journal of Management Information System & E-commerce . December 2015, Vol. 2, No. 2, pp. 111-129
8. Hao, Y., Ye, Q., Li, Y., & Cheng, Z. (2010). How does the valence of online consumer reviews matter in consumer decision making? Differences between
- 26 -
search goods and experience goods. Proceedings of the Annual Hawaii
International Conference on System Sciences, 1–10.
9. Kamalul Ariffin, S., Mohan, T. and Goh, Y.-N. (2018), "Influence of consumers’
perceived risk on consumers’ online purchase intention", Journal of Research in
Interactive Marketing, Vol. 12 No. 3, pp. 309-327.
10. Leahy, A. S. (2005). Search And Experience Goods: Evidence From The 1960’s
And 70’s. Journal of Applied Business Research (JABR), 21(1).
11. Lee, M., Jeong, M. and Lee, J. (2017), "Roles of negative emotions in customers’
perceived helpfulness of hotel reviews on a user-generated review website: A text mining approach", International Journal of Contemporary Hospitality Management, Vol. 29 No. 2, pp. 762-783.
12. Mudambi, S. M., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.
13. Park, Cheol & Lee, Thae Min, 2009. "Information direction, website reputation and eWOM effect: A moderating role of product type," Journal of Business Research, Elsevier, vol. 62(1), pages 61-67, January.
14. Petty, R. E., and Cacioppo, J. T. 1986. "The Elaboration Likelihood Model of Persuasion," in Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York, NY: Springer New York, pp. 1-24.
15. Philip Fei Wu, In Search of Negativity Bias: An Empirical Study of Perceived Helpfulness of Online Reviews , Psychology and Marketing, Vol. 30(11):971– 984 (November 2013)
16. Richard A. Spreng , Andrea L. Dixon, Richard W. Olshavsky . The Impact of Perceived Value on Consumer Satisfaction. Vol. 6 (1993) : The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
- 27 -

17. Yin, D., Bond, S. D., & Zhang, H. (2014). Anxious or Angry? Effects of Discrete Emotions on the Perceived Helpfulness of Online Reviews. MIS Quarterly, 38(2), 539–560.
18. Yin, Dezhi and Bond, Samuel and Zhang, Han, Anger in Consumer Reviews: Unhelpful but Persuasive? (2020). MIS Quarterly, Forthcoming, Georgia Tech Scheller College of Business Research Paper No. 3588859, Available at SSRN: https://ssrn.com/abstract=3588859