How rainy weather and social influence shape consumers’ online evaluation behavior: mediating effects of negative mood and conformity tendency

Key Points

• Online evaluations are significantly influenced by rainy weather and social conformity, creating a unique consumer response.
• A noted 40% increase in negative mood correlates with adverse online evaluations on rainy days.
• Analysis reveals that observed behavior across multiple regions illustrates a relationship between mood and online evaluation during rainy weather.
• Understanding these dynamics supports businesses in tailoring strategies to enhance consumer engagement during adverse weather conditions.