User-generated content (UGC) is increasingly used in the marketing communication mix for promoting products. This research investigates how firms can actively manage consumer-generated reviews in the form of highlighting authentic reviews at firms’ discretion. Whereas highlighting a positive review is expected to lead to positive product evaluations, this practice may elicit consumers’ skepticism if consumers are explicitly informed of the promotional intent of the firm. In three studies, we examine the effect of presenting a firm-highlighted review on consumers’ consumption intention and behavior. Our findings confirm that highlighting a positive consumer review can effectively attract consumers’ attention to this review. However, the heightened attention does not always lead to higher consumption likelihood. In particular, the extremity of a highlighted review will interact with the variance of the review context as well as the reputation of the firm being reviewed to determine the effect of the firm-highlighting practice on consumers’ consumption behavior. When other reviews convey mixed opinions or when the firm has not established a strong reputation, highlighting a positive but less extreme review may effectively improve the likelihood of consumption, but highlighting a review that is extremely positive will not.
Academic & Professional Qualification
- PhD in Business Administration (University of British Columbia), 2004
- Master of Management (Tsinghua University), 1999
- Bachelor of Engineering and Bachelor of Economics (Tsinghua University), 1997
Zhenhui (Jack) Jiang is Professor and Area Head of Innovation and Information Management at HKU Business School. Prior to joining the University of Hong Kong, he was Professor of Information Systems and Analytics at National University of Singapore (NUS). He was Chair of SIGHCI of Association for Information Systems (2015-18). His research interests include information privacy, electronic/mobile commerce, social media, and human computer interaction. Dr. Jiang’s work has been published in top Information Systems journals, such as MIS Quarterly, Information Systems Research, and Journal of MIS, and top Computer Science conferences, such as CHI. He has served on the editorial board of Journal of AIS (SE), MIS Quarterly (AE), Information Systems Research (AE), IEEE Transactions of Engineering Management, among others. Dr. Jiang has extensive teaching experience, including MBA teaching at HKU, EMBA and Executive Education at NUS Business School and Lee Kuan Yew School of Public Policy, as well as International MBA teaching at Tsinghua University. He was Special Term Visiting Professor at Peking University and a visiting scholar at MIT Sloan School of Management. Dr. Jiang was a co-founder of an Augmented Reality (AR)-based mobile advertising startup in Singapore.
Digital Innovation, e-Business Models, Experimental Research Methodology, Applications for Big Data Analytics, Human Computer Interaction
Social Media, Information Privacy, Information Search Analytics, Visual Analytics, User Experience Design, Human Computer Interaction, Electronic commerce, and Experimental Design.
- Yi, C., Jiang, Z., Li, X. and Lu, X. “Leveraging User-Generated Content for Product Promotion: The Effects of Firm-highlighted Reviews,” Information Systems Research, Vol. 30, No. 3, 2019, pp. 711-725.
- Liu, Y, Jiang, Z. and Chan, H. C. “Touching Products Virtually: Facilitating Consumer Mental Imagery with Gesture Control and Visual Presentation,” Journal of Management Information Systems, Vol. 36, Issue 3, 2019, pp. 823-854.
- Yi, C., Jiang, Z., and Benbasat, I. “Designing for Diagnosticity and Serendipity: An Investigation of Social Product-Search Mechanisms,” Information Systems Research, Vol. 28, No. 2, 2017, pp. 413–429.
- Jiang, Z., Wang, W., Tan, B. and Yu, J. “The Determinants and Impacts of Aesthetic Value in Customers’ First Interaction with Websites,” Journal of Management Information Systems, Vol. 33, No. 1, 2016, pp. 229-259.
- Choi, B., Kim, S., and Jiang, Z. “Influence of Firm’s Recovery Endeavors upon Privacy Breach on Online Customer Behavior,” Journal of Management Information Systems, Vol. 33, No. 3, 2016, pp. 904-933.
- Yue, Y., Ma, X. and Jiang, Z. “Influence of Content Layout and Motivation on Users’ Herd Behavior in Social Discovery,” Proceedings of the ACM Conference on Human Factors in Computing Systems (CHI), San Jose, USA, 2016.
- Choi, B., Jiang, Z., Xiao, B. and Kim, S. “Embarrassing Exposures in Online Social Networks: An Integrated Perspective of Relationship Bonding and Privacy Invasion,” Information Systems Research, Vol. 26, No. 4, December 2015, pp. 675-694.
- Yi, C., Jiang, Z. and Benbasat, I. “Enticing and Engaging Consumers Via Online Product Presentations: The Effects Of Restricted Interaction Design,” Journal of Management Information Systems, Vol. 31, No. 4, Spring 2015, pp. 213–242.
- Yue, Y., Ma, X. and Jiang, Z. “Share your View: Impact of Co-Navigation Support and Status Composition in Collaborative Online Shopping,” Proceedings of the ACM Conference on Human Factors in Computing Systems (CHI), Toronto, Canada, 2014.
- Jiang, Z., Heng, C. and Choi, B. “Privacy Concerns and Privacy-Protective Behavior in Synchronous Online Social Interactions,” Information Systems Research, Vol. 24, No. 3, September 2013, pp. 579-595.
- Yi, C., Jiang, Z. and Benbasat, I. “Enticing Consumers via Incomplete Product Experience: An Investigation of Online Product Interactivity Designs,” Proceedings of the ACM Conference on Human Factors in Computing Systems (CHI), Vancouver, Canada, 2011
- Sim, D., Ma, X., Zhao, S., Khoo, J. T., Bay, S. L., and Jiang, Z. “Farmer’s Tale: A Facebook Game to Promote Volunteerism,” Proceedings of the ACM Conference on Human Factors in Computing Systems (CHI), Vancouver, Canada, 2011.
- Zhu, L., Benbasat, I. and Jiang, Z. (equal contribution) “Let’s Shop Online together: An Emphirical Investigation of Collaborative Online Shopping Support,” Information Systems Research, Vol. 21, No. 4, pp. 872-891, 2010.
- Chan, J., Jiang, Z. and Tan, B. “Understanding Pop-up Advertising: Impact of Exposure Time, Advertising Intent, and Brand Image,” IEEE Transactions on Engineering Management, Vol. 57, No. 3, pp. 365-379, 2010.
- Jiang, Z., Chan, J., Tan, B., and Chua, W. “Effects of Interactivity on Website Involvement and Purchase Intention,” Journal of the Association for Information Systems, Vol. 11, Issue 1, 2010, pp. 34-59.
- Jiang, Z. and Benbasat, I. “Investigating the Influence of the Functional Mechanisms of Online Product Presentations,” Information Systems Research, Vol. 18, No. 4, 2007, pp. 454-470.
- Jiang, Z. and Benbasat, I. “The Effects of Presentation Methods and Task Complexity on Online Consumers’ Product Understanding,” MIS Quarterly Vol. 31, No. 3, 2207, pp. 475-500.
- Jiang, Z. Wang, W. and Benbasat, I. “Multimedia-based Interactive Advising Technology for Online Consumer Decision Support,” Communications of the ACM, Vol. 48, No. 8, 2005, pp. 92-98.
- Jiang, Z. and Benbasat, I. “Virtual Product Experience: Effects of Visual & Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping,” Journal of Management Information Systems, Vol. 21, No.3, Winter 2004-5, pp. 111-147.
Touching Products Virtually: Facilitating Consumer Mental Imagery with Gesture Control and Visual Presentation
Gesture-based interaction has greatly changed the way in which we interact with online products by allowing users to control digital systems with hand movements. This study investigates how gesture-based interaction modes, namely, mid-air gesture and touchscreen gesture, compared with mouse-based interaction, affect consumers’ virtual product experiences (VPE) by eliciting mental imagery (i.e., haptic imagery and spatial imagery). Furthermore, we explore how visual product presentation can be designed to facilitate different types of interaction modes. Through a lab experiment, we find that touchscreen gesture outper- forms mid-air gesture and mouse-based interaction in terms of eliciting haptic imagery, and this effect is mitigated when 3D presentation is used. We also find that mid-air gesture outperforms touchscreen gesture and mouse-based interaction in terms of eliciting spatial imagery when 3D presentation is used. Both haptic imagery and spatial imagery can further reduce consumers’ product uncertainty. Our results extend prior work on interactivity design of VPE and further contribute to the emerging literature on gesture-based interaction.