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The negative effect of displaying repeated reviews: Exploring its influence on subsequent review quality through information cue variety

Author

Listed:
  • Yu, Tiange
  • Wang, Bowen
  • Ye, Qiang
  • Sun, Wenjun

Abstract

Reviews from repeat customers are recognized as being highly helpful and influential. These repeated reviews, defined as the nonfirst reviews posted by a repeat customer on the same merchant/product review section after repurchasing, frequently appear on various platforms (e.g., Italki, Verbling, Freelancer and Fiverr). However, it is equally crucial to examine and address the potential negative consequences of displaying these reviews. This study employs a mixed-method design with secondary and experimental data analysis to examine how review source repetition impacts subsequent reviews and the underlying mechanism. The findings suggest that displaying reviews from repetitive sources tends to provide a limited variety of information cues, which consequently makes them less effective in inspiring subsequent users to write high-quality reviews. Additionally, the management response moderates the above impact such that the mediating effect of information cue variety is weaker for users who have received a response from the same merchant before posting.

Suggested Citation

  • Yu, Tiange & Wang, Bowen & Ye, Qiang & Sun, Wenjun, 2025. "The negative effect of displaying repeated reviews: Exploring its influence on subsequent review quality through information cue variety," Journal of Business Research, Elsevier, vol. 188(C).
    • Handle: RePEc:eee:jbrese:v:188:y:2025:i:c:s0148296324006003
    DOI: 10.1016/j.jbusres.2024.115096
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