היבה ראשד

מנחה: ד”ר אריק חשין, החוג לשירותי אנוש, אוניברסיטת חיפה

תואר ראשון: פסיכולוגיה ומנהל עסקים, האוניברסיטה העברית בירושלים (בהצטיינות)

תואר שני: החוג לשירותי אנוש, הפקולטה למדעי הרווחה והבריאות, החוג לשירותי אנוש, אוניברסיטת חיפה (הצטיינות דיקן).

שם מחקר התזה: “תפקיד הרגש בקניות דרך האינטרנט” בהנחיית ד”ר אריק חשין

שם עבודת הדוקטורט:

 Emotions Sell Your Used Stuff: The Impact of Emotion in Consumer to Consumer’s E-Commerce

תקציר עבודת הדוקטורט:

The use of emotions by professionals to impact sales is common practice. Emotions used in advertisements and by customer service personnel have been found to have profound effects (e.g., Cheshin, Amit, & van Kleef, 2018; Williams, 2014). However, an increasing number of customers in today’s sophisticated digital and global world turn to e-commerce to purchase items from other customers, what has been termed the consumer-to-consumer (C2C) market (Dan, 2014) and often, these are used second-hand items. The proposed research will attempt to test the effects of affect and emotion in C2C e-commerce. Particularly, how potential buyers can be influenced by the emotions expressed in pre-owned products descriptions.

Based on preliminary findings from data collected from eBay, this project will test in both lab and field how emotions imbedded in text- based online descriptions of used items impact sales. The data from eBay indicated that the more affective words are used in the descriptions of used items the greater the chances were of this item being sold. Moreover, the results indicate that the use of the pronoun “I” in the description leads to lower chances of selling the item. Both of these effects were true while controlling numerus other related factors (i.e., price, rating of seller, etc.). In addition, this project will explore the mechanism behind the effects of using emotion and referring to oneself (previous owner) in sales by developing a moderated mediation model.