RESEARCH PROJECTS

Project | 01
TRUSTWORTHINESS OF ONLINE CONSUMER REVIEWS (EWOM)

 

How do consumers assess the trustworthiness of online consumer reviews and decide whether they should adopt the reviews to aid their decision making? The central argument of this project is that with limited source information available online, consumers rely more on the quality of the content to assess the trustworthiness of online reviews. This project uses a mixed-method approach combining computational and experimental methods to examine the textual features that predict the trustworthiness of online consumer reviews as well as the role of trustworthiness in consumers' decision making. 

Publication:

Huang, G., & Liang, H. (2020, March). I (dis)trust what you wrote: Uncovering the effects of textual features in information diagnosticity and adoption of online consumer reviews. Paper presented at the annual conference of the American Academy of Advertising, San Diego, CA, USA (virtual).

Project | 02
USING FITNESS MOBILE APPS TO PROMOTE PHYSICAL ACTIVITY

This project includes multiple studies that investigate the theoretical mechanisms of fitness mobile apps that promote physical activity with various methods. The first study is a content analysis of the theoretical mechanisms of fitness mobile apps on the Chinese market and how these mechanisms are associated with the popularity metrics of those apps. The second study uses a cross-sectional survey to examine the relationship between theory-driven features of fitness apps and current app users' continuance usage and how the relationship is contingent on their levels of exercise self-efficacy. The third study proposes a novel approach to promoting fitness apps by offering various types of incentives (self-benefiting vs. other-benefiting) to users and drawing corporate contributions into public health sectors in the form of sponsoring incentive programs. 

 

Publications:

Huang, G. (2019, November). Does warm glow promote physical activity? Leveraging corporate social responsibility (CSR) initiatives to motivate physical activity participation. Paper presented at the Medicine, Humanity and Media: Health China & Health Communication (MHM), Beijing, China.

Huang, G., & Ren, Y. (2020). Linking technological functions of fitness mobile apps with continuance usage among Chinese users: Moderating role of exercise self-efficacy. Computers in Human Behavior, 103, 151-160. https://doi.org/10.1016/j.chb.2019.09.013 

Huang, G., & Zhou, E. (2019). Time to work out! Examining the behavior change techniques and relevant theoretical mechanisms that predict the popularity of fitness mobile apps with Chinese-language user interfaces. Health Communication, 34(12), 1502-1512. https://doi.org/10.1080/10410236.2018.1500434

 

   

Project | 03
USING OTHER-BENEFITING APPEAL TO REDUCE OPTIMISTIC BIAS IN RISK PERCEPTION

This project focuses on message design strategies for reducing optimistic bias in risk perception in a variety of settings, including environmental hazards and health risks. Optimistic bias refers to individuals’ cognitive tendency of perceiving the risks to a hazardous event or disease for themselves lower than for others. Optimistic bias plays an important role in decision making regarding relevant behaviors. Empirical studies have been conducted to test the effectiveness of other-benefiting appeal compared to self-benefiting appeal in reducing optimistic bias and in turn motivating people to take preventive measures against the hazardous event or disease.

Publication:

Huang, G., Li, K., & Li, H. (2019). Show, not tell: The contingency role of infographics versus text in the differential effects of message strategies on optimistic bias. Science Communication, 41(6), 732-760. https://doi.org/10.1177%2F1075547019888659

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