Negative online consumer reviews: effects of different responses
Negative online consumer reviews: effects of different responses
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DOI：
10.1108/jpbm-05-2014-0611
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发表时间：
2015-03
影响因子：
5.6
通讯作者：
S. Ullrich;C. Brunner
中科院分区：
文献类型：
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作者：
S. Ullrich;C. Brunner
目的-本文旨在探讨不同的反应选项的影响，一个负面的消费者评论。当消费者在网上购物时，他们经常会遇到消费者的评论。在线购物网站上的负面消费者评论可能会阻止消费者购买该产品。因此，负面的在线消费者评论对品牌来说是一个严重的问题。设计/方法/方式-在446名参与者的在线实验中，不同的响应选项对一个负面的消费者评论在网上购物网站进行了检查。实验数据进行了分析与线性回归模型使用产品购买意愿作为结果变量。结果-结果表明，一个积极的客户评论抵消了负面的消费者评论更有效地比一个积极的品牌反应，而品牌强度缓和这种关系。包括一个独立的参考，值得信赖的来源在一个品牌或客户的反应只是一个有限的战略，以增加效果。
Purpose – This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews. A negative consumer review on an online shopping website may keep consumers from buying the product. Therefore, negative online consumer reviews are a serious problem for brands. Design/methodology/approach – In an online experiment of 446 participants, different response options towards a negative consumer review on an online shopping website were examined. The experimental data were analysed with linear regression models using product purchase intentions as the outcome variable. Findings – The results indicate that a positive customer review counteracts a negative consumer review more effectively than a positive brand response, whereas brand strength moderates this relationship. Including a reference to an independent, trusted source in a brand or a customer response is only a limited strategy for increasing the effe...