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To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers' Distrust and Purchase Intention

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  • Zhao, Haichuan
  • Jiang, Lan
  • Su, Chenting

Abstract

Negative online reviews are a ubiquitous problem that affects every online seller at some point. It can lead to prospective consumers' distrust and decrease future purchase intention. Therefore, formulating a proper response is essential for minimizing these negative effects. Based on the ability–motivation paradigm and stability attribution, we find that apology works better when the alleged cause is relatively unstable (e.g., competence-based negative review) and when the seller has a high ability to change. However, when the alleged cause is relatively stable (e.g., integrity-based negative review) or when the seller has a low ability to change, we show that it is better for the seller to defend its reputation. In addition, we demonstrate that a remedial action plan in the seller's response can reinforce the motivation to change communicated through apology. Thus, coupled with a remedial action plan, apology works better than defending one's reputation, regardless of the negative online review type.

Suggested Citation

  • Zhao, Haichuan & Jiang, Lan & Su, Chenting, 2020. "To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers' Distrust and Purchase Intention," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 45-64.
    • Handle: RePEc:eee:joinma:v:50:y:2020:i:c:p:45-64
    DOI: 10.1016/j.intmar.2019.11.001
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    2. Janina Seutter & Kristin Kutzner & Maren Stadtländer & Dennis Kundisch & Ralf Knackstedt, 2023. "“Sorry, too much information”—Designing online review systems that support information search and processing," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-19, December.
    3. Ruiqi Zhou & Siming Li, 2023. "A Study on the Persuasive Function of Metadiscourse in Hotel Responses to Negative Reviews on TripAdvisor," English Language Teaching, Canadian Center of Science and Education, vol. 16(6), pages 1-55, June.
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