Do you respond sincerely? How sellers’ responses to online reviews affect customer relationship and repurchase intention
Do you respond sincerely? How sellers’ responses to online reviews affect customer relationship and repurchase intention
复制标题
你是否真诚地回应？
DOI：
10.1186/s11782-020-00086-2
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发表时间：
2020-09
影响因子：
4.5
通讯作者：
Rubing Bai
中科院分区：
文献类型：
--
作者：
Xiaofei Li;Baolong Ma;Rubing Bai
对于许多在线企业来说，在线评论对于管理声誉、口碑销售以及最终生存至关重要。因此，越来越多的在线企业主正在发布对正面和负面评论的公开回应。但这些反应能改变什么吗？如果是的话，哪种类型的反应是最有效的加强客户关系和增加重复业务的机会？通过两次问卷调查和一系列偏最小二乘结构方程模型（PLS-SEM）分析，我们检验了三个相关假设来回答这些问题。研究结果表明，当商家回复在线评论时，消费者会认为卖家是自利的，关系质量和重购意愿都会下降。然而，不包含促销信息的真诚回应，如感谢和道歉，与积极的关系质量和未来重复业务的可能性高度相关。这些发现丰富了关于在线评论的学术文献，我们的结果所产生的建议应该对任何依赖在线声誉生存的企业感兴趣。
For many online businesses, online reviews are crucially important to managing reputation, word-of-mouth sales, and, ultimately, their survival. Hence, more and more online business owners are posting public responses to both positive and negative reviews. But do these responses change anything? And, if so, which types of responses are the most effective for strengthening customer relationship and increasing the chances of repeat business? With two surveys and a series of partial least squares-structural equation modeling (PLS-SEM) analyses, we tested three relevant hypotheses to answer these questions. The results show that when business replies to online reviews with promotional information, consumers perceive the seller to be self-interested, and both relationship quality and repurchase intention decrease. However, sincere responses that do not contain promotional information, such as gratitude and apology, are highly correlated to positive relationship quality and the likelihood of future repeat business. These findings enrich the academic literature on online reviews, and the recommendations stemming from our results should be of interest to any business that relies on their online reputation for survival.
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影响因子：
4.5
作者：
Liye Wang;J. Zhang;Wei Yan
通讯作者：
Liye Wang;J. Zhang;Wei Yan
影响因子：
4.5
作者：
Sihan Zhang;Chuanlu Hou;J. Chen
通讯作者：
Sihan Zhang;Chuanlu Hou;J. Chen
DOI：
10.1037/0021-9010.87.5.1001
发表时间：
2002-10
期刊：
The Journal of applied psychology
影响因子：
--
作者：
Wei-Chi Tsai;Yin‐Mei Huang
通讯作者：
Wei-Chi Tsai;Yin‐Mei Huang
影响因子：
4.5
作者：
Frontiers of Business Research in China
通讯作者：
Frontiers of Business Research in China
影响因子：
5.6
作者：
S. Ullrich;C. Brunner
通讯作者：
S. Ullrich;C. Brunner