摘要
除了在线客户评论,管理回复已经成为客户在线获取相关信息的另一个重要的双向沟通渠道。过去撰写的客户评论和管理回复可能会影响未来潜在用户的参与行为,但其内部机制尚不明晰。因此,本研究的目的是将每条客户评论和其相应的管理回复组合起来,探讨其如何对后续的用户参与行为产生影响。本研究基于认知一致性理论提出研究模型,揭示了每个评论与回复组合之间的主题一致性和长度一致性对用户参与(评论点赞和回复点赞)的影响。利用从华为商城收集的80329个在线客户评论和管理回复组合数据进行实证研究,分别通过BERT (bidirectional encoder representations from transformers)技术、余弦相似性和文本挖掘来测量主题一致性和长度一致性。应用零膨胀负二项模型进行回归分析。研究结果表明,评论与回复的主题一致性和长度一致性会对用户参与行为产生积极影响。此外,评论情感会正向调节评论与回复长度一致性对回复点赞的影响。本研究从一个新的角度出发,通过确定评论和回复的匹配预测未来用户的参与行为,有助于从业者制定管理回复策略,利用评论和回复之间的匹配效应吸引潜在用户。
In addition to online customer reviews,management responses have become an essential dual-channel communication for customers to obtain related information online.Customer reviews and management responses can influence the engagement behaviors of prospective customers;however,this internal mechanism remains unclear.Therefore,this study aimed to combine each customer review with its corresponding management response to explore whether impacts subsequent customer engagement behaviors.Based on cognitive consistency theory,this study devised a research model for revealing the effect of both the topic and length consistency of each combination of reviews and responses on customer engagement,including review and response likes.An empirical study was conducted utilizing data collected from Huawei Mall with 80,329 combinations of reviews and responses.The topic and length consistency were measured using the Bidirectional Encoder Representations from Transformers(BERT)technique and cosine similarity,and text mining,respectively.A zero-inflated negative binomial model was applied for regression analysis.The results indicate that both consistencies of the customer reviews and management responses positively impact customer engagement behaviors.Moreover,review sentiment positively moderates the impact of the length consistency on response likes.The results of this study contribute to identifying matches of reviews and responses to predict future customer engagement behaviors.This assists practitioners in formulating management response strategies using the matching effect between reviews and responses to attract potential customers.
作者
祝琳琳
李贺
沈旺
刘金承
Zhu Linlin;Li He;Shen Wang;Liu Jincheng(School of Business and Management,Jilin University,Changchun 130012)
出处
《情报学报》
CSCD
北大核心
2023年第11期1382-1394,共13页
Journal of the China Society for Scientific and Technical Information
基金
国家社会科学基金青年项目“认知图式视角下网络评论的影响力形成机制与评估研究”(21CTQ015)。
关键词
在线客户评论
管理回复
认知一致性
用户参与行为
零膨胀负二项回归
online customer reviews
management responses
cognitive consistency
customer engagement behavior
zero-inflated negative binomial
