Factors Influencing the Perception of Seller Credibility in Online Reputation System: an Eye-Movement Approach

The current online reputation systems for online sellers face great challenges from bad-faith behavior such as malicious negative reviews, click farming, mismatch between images and commodities, and forged commodities. To optimize the design of online reputation systems, explore the consumer utilization of credit clues, and describe the law of mutual trust, this paper puts forth three hypotheses about the influencing factors of consumer perception of online seller credibility and integrates various research methods such as an eye-movement experiment, questionnaire survey, econometric analysis, and empirical research. To evaluate the three hypotheses, the display modes of commodities on a current e-commerce platform were optimized, and eye-movement experiments were conducted on original and optimized webpages. Results show that the display of sales growth, the refinement and tagging of review content significantly impacted consumer perception of seller credibility. Further, designers of online reputation systems were advised to display sales trends, provide personalized sales queries, and tag a variety of reviews for consumers to easily ascertain credible sellers. This advice helped curb bad-faith behavior

Observers perceive the Duchenne marker as signaling only intensity for sad expressions, not genuine emotion

The Duchenne marker-crow's feet wrinkles at the corner of the eyes-has a reputation for signaling genuine positive emotion in smiles. Here, we test whether this facial action might be better conceptualized as a marker of emotional intensity, rather than genuineness per se, and examine its perceptual outcomes beyond smiling, in sad expressions. For smiles, we found ratings of emotional intensity (how happy a face is) were unable to fully account for the effect of Duchenne status (present vs. absent) on ratings of emotion genuineness. The Duchenne marker made a unique direct contribution to the perceived genuineness of smiles, supporting its reputation for signaling genuine emotion in smiling. In contrast, across 4 experiments, we found Duchenne sad expressions were not rated as any more genuine or sincere than non-Duchenne ones. The Duchenne marker did however make sad expressions look sadder and more negative, just like it made smiles look happier and more positive. Together, these findings argue the Duchenne marker has an important role in sad as well as smiling expressions, but is interpreted differently in sad expressions (contributions to intensity only) compared with smiles (emotion genuineness independently of intensity). (PsycInfo Database Record (c) 2020 APA, all rights reserved)