C2C网络零售环境下负面评价信息的反馈策略研究

Research on Feedback Strategy of Negative Review in C2C Online Retailing Industry

基于已有研究成果,以店铺的选择意愿作为反馈策略有效性的衡量指标,构建出一个理论模型,并通过实证分析的结果对C2C网络零售环境下负面评价信息的反馈策略提出了自己的建议。研究发现,在控制住其他影响因素后,负面评价信息类型与反馈策略方式成为影响店铺选择意愿的两个要素,二者之间还存在着显著的交互效应。基于这一研究成果,本研究提出两点建议。第一,店铺运营者应首先对感性负面评价信息进行反馈,先后有序地解决问题。第二,店铺运营者针对感性负面评价信息进行反馈时,应更多地运用理性反馈策略展开工作;而针对理性负面评价信息进行反馈时,则应该更多地运用感性反馈策略展开工作,统筹兼顾地解决问题。

In light of the existing literature, with choice intention for shops as index to measure the effectiveness of feedback strategy, this study develops a theoretical model of feedback strategy of negative review in C2C online retailing environment and makes proposals for feedback strategy through an empirical analysis. The research finds that negative review content and feedback strategy are the two key factors to influence choice intention after a control over other influence factors and that there is a signifi- cant interactive effect between the two. Based on the research, two proposals are put forward： （i） Shop operators should solve problems with a priority--to make the feedback first on emotionally negative reviews; （ii） Shop operators should solve problems in an overall consideration--to take a rational feedback strategy while making a feedback on emotionally negative reviews and take an emotional feedback strategy while making a feedback on rationally negative reviews.