报告题目 | The Direct Effect of Managerial Responses: The Review Valence and Response Politeness Matter | |
报告人（单位） | 童昱（浙江大学） | |
主持人（单位） | 史雅妮（东南大学） | 点评人：何勇、周思佳（东南大学） |
时间地点 | 时间：2023年5月30日（周二）上午10点 地点：经管楼B201 | |
报告内容摘要 | Managerial responses, denoting firms’ public replies to online reviews, are a commonly employed strategy to communicate with customers. Using a data set collected from a leading mobile game app platform in China, this research examines the effect of managerial responses on rating changes by customers who are responded to, i.e., the direct effect of managerial responses. The users of this platform can change their reviews, and the complete records of review editing is observable, allowing us to utilize variations in the same customer’s ratings for a single game before and after receiving a managerial response. After addressing the endogeneity of managerial responses and the improvement of game quality, we find that managerial responses improve responded customers’ ratings by an average of 0.4 stars. In addition, we find that managerial responses’ positive direct effect is negatively moderated by their politeness. By conducting a survey study, we show that as politeness increases, reviewers become more likely to regard a managerial response as an attempt to persuade them. | |
报告人简介：
浙江大学管理学院长聘副教授、博士生导师，浙江省新型重点专业智库-浙江数字化发展与治理研究中心副主任。主要研究领域包括智慧健康医疗管理、数字化转型与创新。获国家自然科学基金优秀青年基金项目资助、获得过香港杰出青年学者奖（Early Career Award），国际信息系统协会(Association for Information Systems）SIG Health最佳论文奖等。论文接受或发表于MIS Quarterly、Information Systems Research、Journal of Management Information Systems 、 Journal of the Association for Information Systems等国际学术期刊。 | ||
