Seize the Day: How Online Retailers Should Respond to Positive Reviews

Jintao Wu, Tong Wu and Bodo B. Schlegelmilch

Journal of Interactive Marketing, 2020, vol. 52, issue C, 52-60

Abstract: Research on online retailer–customer interactions has extensively focused on how to turn negative reviews into marketing wins. By contrast, few prior studies have investigated how retailers should best respond to positive reviews. The current study aims to fill this gap. Drawing on interpersonal relationship research into capitalizing on positive experience, together with reinforcement effect theory and automatic behavioral priming theory, this study explores how retailers should respond to positive reviews to drive consumer repurchase intention. Two laboratory experiments reveal that an active–constructive response in a friendly communication style increases consumer repurchase intention, and consumer positive affect mediates this process. Our findings provide new theoretical insights and useful guidance for retailers on designing effective online communication strategies for consumers.

Keywords: Online reviews; Retailer response; Positive affect; Repurchase intention (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S109499682030089X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:52:y:2020:i:c:p:52-60

DOI: 10.1016/j.intmar.2020.04.008

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().