The negative effect of displaying repeated reviews: Exploring its influence on subsequent review quality through information cue variety

Tiange Yu, Bowen Wang, Qiang Ye and Wenjun Sun

Journal of Business Research, 2025, vol. 188, issue C

Abstract: Reviews from repeat customers are recognized as being highly helpful and influential. These repeated reviews, defined as the nonfirst reviews posted by a repeat customer on the same merchant/product review section after repurchasing, frequently appear on various platforms (e.g., Italki, Verbling, Freelancer and Fiverr). However, it is equally crucial to examine and address the potential negative consequences of displaying these reviews. This study employs a mixed-method design with secondary and experimental data analysis to examine how review source repetition impacts subsequent reviews and the underlying mechanism. The findings suggest that displaying reviews from repetitive sources tends to provide a limited variety of information cues, which consequently makes them less effective in inspiring subsequent users to write high-quality reviews. Additionally, the management response moderates the above impact such that the mediating effect of information cue variety is weaker for users who have received a response from the same merchant before posting.

Keywords: Repeated review; Source repetition; Review quality; Information cues; Management response; Mediation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:188:y:2025:i:c:s0148296324006003

DOI: 10.1016/j.jbusres.2024.115096

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