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| User Engagement Behaviors Based on the Consistency between Online Reviews and Management Responses |
| Zhu Linlin, Li He, Shen Wang, Liu Jincheng |
| School of Business and Management, Jilin University, Changchun 130012 |
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Abstract 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.
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Received: 13 January 2023
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