C2C互动的力量：顾客对在线评论的反应对后续评级的影响

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2025-05-01 DOI:10.1016/j.elerap.2025.101503

Lu Wang , Min Zhang , Yiwei Li

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引用次数: 0

摘要

为了改善顾客之间的信息交流，在线评论系统的社会化发展使顾客能够通过对初次评论的响应与焦点顾客进行互动。我们的目的是调查顾客反应（CRs）对后续顾客评价行为的影响。基于线索利用理论，我们假设客户关系将契合度的不确定性降至最低，从而使客户和产品更好地契合，最终获得更高的评分。我们将通过跨平台差异中的差异和平台内识别策略来研究cr是否以及如何影响后续评级。结果表明，社会责任对后续评分有显著的正向影响。企业社会责任的特征，包括企业社会责任的内容、企业社会责任的情绪、企业社会责任的时效性等，都会对后续的评审评分产生影响。此外，评等差异正调节责任评价的影响。本研究为客户对客户互动文献做出了贡献，并为客户、平台和企业管理和利用在线评论提供了实用指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The power of C2C interactions: Effect of customer responses to online reviews on subsequent ratings

In order to improve the information exchange between customers, the social development of online review systems enables customers to interact with focal customers by responding to initial reviews. Our purpose is to investigate the effect of customer responses (CRs) on subsequent customer rating behavior. Based on cue utilization theory, we hypothesize that CRs minimize fit uncertainty, resulting in better customer and product fits, and eventually high ratings. We examine whether and how CRs affect subsequent ratings through cross-platform difference-in-differences and within-platform identification strategies. The results show that CRs have significant positive effects on subsequent ratings. The features of CR, including CR content, CR sentiment, and CR timeliness have an impact on the subsequent review rating. Additionally, rating variance positively moderates CRs’ effect. This study contributes to the customer-to-customer interactions literature and provides practical guidance for customers, platforms, and businesses to manage and leverage online reviews.

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.