岭南观点 · 特刊 “Seize the Day: How Online Retaile”

In the digital age, online reviews strongly influence consumers’ attitudes and purchase behavior. In response, online retailers are paying ever increasing attention to reviews and respond actively to them. Research has shown that prompt retailer responses to negative reviews constitute a useful service recovery tactic, in that these responses appease unhappy reviewers and reduce their dissatisfaction. Some findings also show a dual effect: service interventions improve relationships but also encourage more complaints later. 

In contrast to extensive research on responses to negative reviews, research has largely neglected how to respond to positive reviews. This dearth may reflect the assumption that positive reviews from satisfied customers do not necessitate attention from the retailer. However, a recent research conducted by Professor Jintao Wu (Lingnan, SYSU), Dr. Tong Wu (Lingnan, SYSU) and Professor Bodo B. Schlegelmilch (WU Vienna) questions this assumption. Specifically, the authors aim to draw practitioner and academic attention to positive reviews by exploring how retailers should best respond in order to drive consumer repurchase intention. 

In particular, two lab studies reveal that an active–constructive response in a friendly communication style increases consumer repurchase intention; and consumer positive affect mediates this process. The research findings provide useful guidance for online retailers. First, retailers should realize that positive reviews deserve managerial attention. In online retailing, it is important that retailers “seize the day” by responding effectively to positive reviews. Second, retailers should take the opportunity when consumers are in a good mood to promote other products/services and invite repeat purchase. Third, it is recommended that retailers use a friendly communication style instead of an official style when responding to consumers. Satisfied and happy consumers are very likely to visit again and make a purchase when the retailer provides a friendly active-constructive response to their positive reviews.

在数字时代，在线评论强烈影响消费者的态度和购买行为。因此，在线零售商越来越重视并积极回应评论。研究表明，零售商对消费者差评的及时回应是一种有用的服务补救策略，因为这些回应可以安抚不满意的评论者，减少他们的不满。一些研究还发现了双重效果: 商家回应等服务干预虽然改善了人际关系，但也鼓励了以后更多的抱怨。

相比起消费者差评的广泛研究，现有研究在很大程度上忽略了应如何回应消费者好评。这种缺乏可能反映了这样一种假设，即顾客给与好评意味着他们已经满意了，因此商家就无需再关注他们了。来自中山大学岭南（大学）学院的邬金涛教授、吴桐助理教授和来自维也纳经济与商业大学博多·施莱格米尔奇教授共同进行的一项研究对这一假设提出了质疑。这一研究旨在探索零售商应该如何回应消费者好评以提升消费者回购意愿，从而吸引学术界和从业者对消费者好评的关注。

两项实验室研究表明，以友好的沟通方式做出积极的建设性回应会增加消费者的回购意愿；消费者的好心情在这个过程中起着中介作用。这一研究发现为在线零售商提供了有益的指导。首先，零售商应该意识到消费者好评值得管理层关注。在网上零售中，零售商通过有效地回应消费者好评来“抓住时机”是很重要的。第二，零售商要在消费者心情好的时候趁热打铁，推广其产品/服务，邀请顾客重复购买。第三，建议零售商在回应消费者时使用友好的沟通方式，而不是官方的方式。即当零售商对消费者好评做出友好积极的建设性回应时，因这种回应而感到满意和快乐的消费者很可能会再次光顾并购物。