{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,30]],"date-time":"2026-04-30T21:37:39Z","timestamp":1777585059686,"version":"3.51.4"},"reference-count":76,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2017,8,7]],"date-time":"2017-08-07T00:00:00Z","timestamp":1502064000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2017,8,7]]},"abstract":"\nPurpose<\/jats:title>\nBecause online shopping is risky, there is a strong need to develop better presentation of online reviews, which may reduce the perceived risk and create more pleasurable shopping experiences. To test the impact of online reviews\u2019 sentiment polarity presentation, the purpose of this paper is to adopt a scenario experiment to study consumers\u2019 decision-making process under the two scenarios of mixed presentation and classified presentation of online reviews collected from Jingdong.com in China: focusing on the comparative analysis on the differences of the consumers\u2019 perceived risk, purchase intention and purchase delay, and further studying the interaction effect of involvement and online reviews\u2019 sentiment polarity presentation.<\/jats:p>\n<\/jats:sec>\n\nDesign\/methodology\/approach<\/jats:title>\nThis paper employed a 2\u00d72 factorial experiment to test the hypothesis. The experimental design is divided into four groups: 2 (online reviews\u2019 sentiment polarity presentation: mixed presentation vs classified presentation) \u00d7 2 (involvement: low vs high), each of which contains 90 samples. Through the data analysis, the main effect, mediation effect and moderating effect were examined.<\/jats:p>\n<\/jats:sec>\n\nFindings<\/jats:title>\nThe results show that compared with mixed presentation, classified presentation can reduce purchase intention and increase purchase delay due to the existence of loss aversion and availability heuristic. Furthermore, the paper also confirms that there is a significant interaction effect between involvement and online reviews\u2019 sentiment polarity presentation.<\/jats:p>\n<\/jats:sec>\n\nOriginality\/value<\/jats:title>\nThe existing research pays less attention to the impact of online reviews presentation on consumers\u2019 decision making, especially the lack of discussion on the interaction effect between involvement and online reviews presentation. For this reason, this paper proposes a problem, which concerns whether mixed presentation and classified presentation of online reviews will affect consumers\u2019 decision making differently.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/itp-06-2014-0116","type":"journal-article","created":{"date-parts":[[2017,6,23]],"date-time":"2017-06-23T06:56:13Z","timestamp":1498200973000},"page":"522-541","source":"Crossref","is-referenced-by-count":28,"title":["The impact research of online reviews\u2019 sentiment polarity presentation on consumer purchase decision"],"prefix":"10.1108","volume":"30","author":[{"given":"Qi","family":"Wang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Lin","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaohang","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yunxia","family":"Mao","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Peng","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"issue":"4","key":"key2020120602202465500_ref001","doi-asserted-by":"crossref","first-page":"426","DOI":"10.1108\/10662241211250971","article-title":"How wise are online procrastinators? 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