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Impacts of sellers’ responses to online negative consumer reviews: Evidence from an agricultural product

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  • Ping Qing
  • Heng Huang
  • Amar Razzaq
  • Yifan Tang
  • Ming Tu

Abstract

Sellers’ responses to online negative consumer reviews (NCRs) have a marked effect on consumer purchasing intentions. In this study, we divide seller's responses to NCRs into two categories: rational responses and emotional responses. Through two separate studies, we examine the impact of sellers’ responses to online NCRs on consumer purchasing intention. Results reveal that product‐related NCRs reduce consumer purchasing intentions more than service‐related NCRs and having no reaction to NCRs from the sellers decreases consumer purchasing intentions. In addition, consumer trust mediates the relationship between seller's response to online NCRs and consumer purchasing intentions. The results also show that the impact on consumer purchasing intentions can be modified by the type of NCRs and sellers’ responses. In particular, rational responses will be more effective for product‐related NCRs, and for service‐related NCRs, there does not appear to exist a significant difference between the effects of rational and emotional responses. Les réponses des vendeurs aux revues en ligne négatives (RLN) des consommateurs ont un effet marqué sur les intentions d'achat des consommateurs. Dans cette étude, nous divisons les réponses du vendeur aux RLN en deux catégories: les réponses rationnelles et les réponses émotionnelles. Dans le cadre de deux études distinctes, nous examinons l'incidence des réponses des vendeurs aux RLN en ligne sur l'intention d'achat des consommateurs. Les résultats révèlent que les RLN liées aux produits réduisent davantage les intentions d'achat des consommateurs que les RLN liées aux services et que le fait de ne pas réagir aux RLN diminue les intentions d'achat des consommateurs. En outre, la confiance des consommateurs influence la relation entre la réponse du vendeur aux RLN et les intentions d'achat des consommateurs. Les résultats montrent également que l'impact sur les intentions d'achat des consommateurs peut être modifié par le type de réponses des vendeurs aux RLN. En particulier, les réponses rationnelles seront plus efficaces pour les RLN liées aux produits, alors que pour les RLN liées au service, il ne semble pas exister de différence significative entre les effets des réponses rationnelles et émotionnelles.

Suggested Citation

  • Ping Qing & Heng Huang & Amar Razzaq & Yifan Tang & Ming Tu, 2018. "Impacts of sellers’ responses to online negative consumer reviews: Evidence from an agricultural product," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 66(4), pages 587-597, December.
    • Handle: RePEc:bla:canjag:v:66:y:2018:i:4:p:587-597
    DOI: 10.1111/cjag.12184
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    References listed on IDEAS

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    2. Lijun Zhang & Wenlin Gao & Xiaoxiao Ma & Rongrong Gong, 2023. "Relationship between Disaster Shock Experience and Farmers’ Entrepreneurial Inclination: Crisis or Opportunity?," Agriculture, MDPI, vol. 13(7), pages 1-26, July.
    3. Abdelhalim R. Doeim & Thowayeb H. Hassan & Mohamed Y. Helal & Mahmoud I. Saleh & Amany E. Salem & Mohamed A. S. Elsayed, 2022. "Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model," IJERPH, MDPI, vol. 19(23), pages 1-17, November.
    4. Xiaofei Li & Baolong Ma & Rubing Bai, 2020. "Do you respond sincerely? How sellers’ responses to online reviews affect customer relationship and repurchase intention," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-13, December.
    5. Mengyao Zhang & Hasliza Hassan & Melissa Wendy Migin, 2023. "Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    6. Sven Anders & Wuyang Hu, 2018. "Introduction to the special issue on food consumption and marketing in Canada, the United States, and China: An intertwined system," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 66(4), pages 537-538, December.
    7. Adil Zia & Musaad Alzahrani & Abdullah Alomari & Fahad AlGhamdi, 2022. "Investigating the Drivers of Sustainable Consumption and Their Impact on Online Purchase Intentions for Agricultural Products," Sustainability, MDPI, vol. 14(11), pages 1-17, May.

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