Personalized managerial response and negative inconsistent review helpfulness: The mediating effect of perceived response helpfulness |
| |
| Institution: | 1. School of Information Management and Artificial Intelligence, Zhejiang University of Finance and Economics, Hangzhou, China;2. Department of Management and Management Information Systems, School of Business, University of West Florida, Pensacola, FL, USA;1. Take Ghana Far, Accra, Ghana;2. Chengdu Universiity of Technology, China;3. School of Business, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana;4. Chengdu University of Technology, China;1. School of Economics & Management, Nanjing Institute of Technology, Nanjing, 211167, China;2. School of Management Science and Engineering, Nanjing University of Information Science & Technology, Nanjing, 210044, China;1. School of Management, Shandong University, Jinan, 250100, China;2. School of Business, Qingdao University of Technology, Tsingtao, 266071, China;1. School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, 430074, China;2. Lundquist College of Business, University of Oregon, 1208 University of Oregon, Eugene, OR, 97403, United States |
| |
| Abstract: | Understanding the effect of managerial response on online review management has attracted the attention of scholars in recent years. However, the effect of personalized managerial response on the negative inconsistent review is a lack of evidence. This study investigates how personalized managerial responses influence negative review helpfulness according to the various levels of review inconsistency and the underlying mechanism behind the effect. We adopted a secondary data analysis based on the TripAdvisor dataset and used an online experiment study to investigate the impact mechanism. Findings reveal that the personalized managerial response positively influences review helpfulness, review inconsistency (negative rating with positive textual sentiment) moderates the effect of personalized managerial response on review helpfulness, and perceived response helpfulness mediates the above relationships. More specifically, personalized managerial response to negative inconsistent reviews has a pronounced effect on consumers’ perception of response helpfulness and their evaluation of review helpfulness. This study improves the current understanding of managerial responses, and provides practical guidance for hoteliers, consumers, and travel websites. |
| |
| Keywords: | Review helpfulness Personalized managerial response Review inconsistency Moderating Mediating |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
