| In recent years,the research on online reviews has mainly focused on the study of motivation for writing online reviews,the helpfulness of online reviews,and the impact effects of online reviews on merchants and consumers.These studies have broadened our knowledge and understanding of online reviews.A literature review found that few studies have focused on the impact of environmental factors on online rating and online review text writing.In the existing online review research,mostly environmental factors are used as exogenous variables.Meanwhile,scholars are not concerned about the impact of environmental factors on online reviews.However,the influence of environmental factors such as air pollution on individuals cannot be ignored.At the same time,economic progress in many developing countries has often been accompanied by air pollution.Today,air pollution has become one of the major environmental problems affecting billions of people.Therefore,it is necessary to study the effect of air quality on consumers' online review behavior and the underlying mechanisms of the effect.The research content of this paper mainly consists of three parts:(1)the impact of air quality on consumers' online review rating and content(econometric model);(2)the impact of air quality on the textual characteristics of consumers' online review behavior(text mining and econometric model);(3)the intrinsic mechanism of air quality on consumers' online review behavior(randomized experiment).Specifically,this paper firstly reveals the effect of air quality on review rating,review depth,and review vividness through econometric models;Secondly,through text mining and econometric models,the effects of air pollution on review comprehensiveness and emotional arousal are studied,and the mediating effect of emotional arousal and the moderating effect of reviewers' experience were explored;Finally,this paper systematically examines the effect of different emotions triggered by air quality on online rating to identify the intrinsic mediating mechanism through a randomized experimental design.The research results show that:(1)air quality has a significant negative effect on consumers' online review rating and content(online review rating,review depth,and review vividness);(2)Air quality significantly and negatively affects review comprehensiveness and emotional arousal.The effect of air quality on review comprehensiveness is mediated by emotional arousal and moderated by the reviewer's experience;(3)air quality affects consumers' online review rating behavior through anxiety and hostility,and the mediating effect of anger is not significant.On the one hand,the results of the study can deepen our knowledge and understanding of air pollution and consumer online review behavior.On the other hand,restaurant managers who are aware of the negative effects of air pollution can also take some practical measures to avoid or reduce the losses caused by air pollution.The platform can also take active measures to reduce the negative impact of air pollution on the platform. |
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