研究网店经理对负面评论的回应如何影响潜在购物者

IF 3.7 4区管理学 Q2 BUSINESS

Electronic Commerce Research Pub Date : 2024-04-13 DOI:10.1007/s10660-024-09842-5

Eugene Kim, Choong C. Lee, Jaeyoung An

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引用次数: 0

摘要

我们研究了在线杂货购物（OGS）企业经营者对负面在线顾客评论（NOCR）的回应对潜在购物者对 OGS 态度的影响。以往的研究表明，在线顾客评论（OCRs）会影响购买决策和信任度。我们将出现 NOCR 视为服务失败，而适当的管理应对措施（道歉、赔偿）则是服务恢复工作。公平理论认为，管理者的回应会影响感知到的公正并产生信任，从而增强使用意愿。我们进行了一项基于情景的实验，以考察管理者的回应对潜在购物者感知到的公正、信任和使用意愿的影响。结果显示，道歉对感知公正性的影响比对补偿的影响更显著，同时还能影响信任度和使用意愿。我们将 NOCRs 定义为暴露给潜在购物者的服务失误，并评估了管理者的回应对感知公正性的影响。我们为 OGS 提供了实际意义，建议对 NOCR 采取适当的应对措施。

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Examining how online store managers’ responses to negative reviews affect potential shoppers

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Examining how online store managers’ responses to negative reviews affect potential shoppers

We investigate the effect of online grocery shopping (OGS) business operators’ responses to negative online customer reviews (NOCRs) on prospective shoppers’ attitudes toward OGS. Previous research indicates online customer reviews (OCRs) affect purchasing decisions and trust. We consider the occurrence of NOCRs as a service failure and appropriate managerial responses (apology, compensation) as service recovery efforts. Equity theory suggests managerial responses affect perceived justice and generate trust, enhancing intention to use. A scenario-based experiment was conducted to examine the impact of managerial responses on prospective shoppers’ perceived justice, trust, and intention to use. The results revealed that an apology has a more significant effect on perceived justice than on compensation, influencing trust and intention to use. We defined NOCRs as service failures exposed to prospective shoppers and evaluated the effect of managerial responses on perceived justice. We provide practical implications for OGS by suggesting appropriate responses to NOCRs.

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来源期刊

Electronic Commerce Research Multiple-

CiteScore

7.50

自引率

12.80%

发文量

期刊介绍： The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res