Mechanism Exploring Of Agent Evaluation’s Influence On Knowledge Calibration: Emotion’s Effect

People’s online shopping decisions are usually influenced by otherconsumers’agent evaluation. Within concepts of consumer learning,knowledge calibration is aim to describe the consistency between people’sobjective mastery of knowledge and their subjective awareness. However,huge amount of agent evaluation available online might also triggerconsumers’ irrational behavior due to the variance of knowledgecalibration. In this thesis, we’d like to further investigate emotion’s effectin the process, thus exploring the mechanism of agent evaluation’sinfluence on knowledge calibration.Through two experiments, this study demonstrated that within therelationship of agent evaluation and knowledge calibration, integralemotion plays the role of mediator, while incidental emotion and emotionalcalibration capability work as moderators.We believe that people should go shopping when they are in positivemood rather than negative ones. Meanwhile, increase emotional calibrationcapability could drive to better purchase decision. In addition, compared toagent evaluation based on overall satisfaction, agent evaluation based onattributes satisfaction could lead to less negative results in knowledgecalibration and satisfaction, since it reflects product performance moreaccurately.