Abstract

Online diary is a series of reviews in chronological order generated by customers to record their experience over time, which is a new type of online review emerging in the medical beauty industry. This study extends narrative transportation theory to explore the effect of the dynamic structure of online diaries on persuasion. We posit that emotional shift and utilitarian value can positively enhance online diary persuasion through improving transportation, and the relationship between the temporal flow and persuasion is converse U shape. The moderating role of social influence and visual content richness to the main effect is also investigated in this study. We collected real data to test our hypotheses utilizing Natural Language Processing (NLP) method and econometric model. This study is expected to make both theoretical and practical contributions.

Comments

Paper Number 1182; Track E-Business; Short Paper

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