中文摘要：

网络口碑内容是影响口碑效果的重要因素，但关于网络口碑正负性和质量的作用，现有研究还存在一些争议。本文以调节定向理论为基础通过实验研究网络口碑的说服效果，结果发现网络口碑说服效果受到调节定向类型的影响，负向或低质量评论对预防定向个体的说服效果更优，正向或高质量的评论对促进定向个体的说服效果更优。

英文摘要：

The content of EWOM is an important factor which influences EWOM effect, yet there have been disputes over the effects of EWOM valence and quality. Based on the regulatory focus theory, we study the persuasive effect of EWOM through two lab experiments. We find that negative or low quality EWOM has more influence on prevention-focused consumers while positive or high quality EWOM has more influence on promotion-focused consumers.