主讲人：樊卫国（美国爱荷华大学）

讲座摘要：Online reviews play an important role in explaining product demand. Our study extends the literature by assessing how arousal (the intensity of the emotion), an important dimension of emotion, and valence (the positiveness of the emotion) can affect product demand across different customer groups. Specifically, regarding product demand from new customers, consumers infer service quality from expressed valence and arousal from other consumers’ reviews. Regarding product demand from returning customers, consumers develop perceptions of service quality based on experienced valence and arousal (reflected in their reviews). We then examine product demand from new customers (Study 1 and Study 2a) as well as that from returning customers (Study 1 and Study 2b), and establish the external and internal validity regarding the moderating effects of arousal on different types of product demand. The results reveal that, although arousal has positive moderating effects for both new and returning customers, the strengths of the moderating effects differ. Furthermore, valence and arousal from other customers do not have significant effects for returning customers. Our study contributes to the literature by clarifying the moderating effect of arousal on product demand and by providing a more nuanced understanding of product demand at the customer profile level. Our results thus offer important practical suggestions regarding how to explain product demand across different customer groups by considering the textual information (i.e., arousal) of customer reviews.

讲座时间：2025年12月22日（星期一），上午9：30-11：30

线上会议：腾讯会议（会议号：355 424 048）

主讲人简介：樊卫国教授是爱荷华大学卓越商业分析讲座讲授，Tippie分析合作社教研主任，研究领域为新型信息技术的设计与开发——信息管理与决策。他的研究成果多次发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, IEEE Transactions on Knowledge and Data Engineering, Information Systems, Communications of the ACM, Journal of the American Society on Information Science and Technology, Information Processing and Management, Decision Support Systems, ACM Transactions on Internet Technology, Pattern Recognition, IEEE Intelligent Systems, Pattern Recognition Letters, International Journal of e-Collaboration, and International Journal of Electronic Business, INFORMS Journal on Computing等国际顶尖学术期刊。

此次学术活动获“中央高校基本科研业务费资助”（supported by “the Fundamental Research Funds for the Central Universities”），特此致谢。

撰稿：黄冰雁      排版：王昱洁

初审：孙宝文      复审：王红梅