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Formal or informal? Which language do merchants use to reply to negative online reviews?

Author

Listed:
  • Wu, Ruijuan
  • Huang, Liting

Abstract

How merchants reply to consumers' negative reviews has significant meaning for merchants and consumers. In this study we examined the effects of merchants' response language (formal vs. informal) when they reply to negative reviews. We conducted one field study and three laboratory experiments. Results of the field study indicated that merchants' response language had a significantly positive influence on the number of likes for merchants' response, and the mediating role of perceived appropriateness was significant. Results of the laboratory experiments showed that (1) compared with informal language, merchants' formal language led to more perceived appropriateness, which in turn enhanced perceived sincerity and trust in merchants; (2) in the relationship between merchants' response language and perceived appropriateness, merchants' action style (action already taken vs. promised future action) played a moderating role; and (3) the subject that merchants used (“we†vs. “brand name†) moderated the impact of merchants’ language on response appropriateness.

Suggested Citation

  • Wu, Ruijuan & Huang, Liting, 2026. "Formal or informal? Which language do merchants use to reply to negative online reviews?," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PB).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pb:s0969698925003984
    DOI: 10.1016/j.jretconser.2025.104619
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