商家对外卖负面评论回复策略的有效性研究——印象管理视角下  

Research on the effectiveness of merchants'response strategies to negative takeaway reviews——from an impression management perspective

作　　者：蔡哲远 Cai Zheyuan(School of Management Tianjin University of Technology,Tianjin 300384)

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《北方经贸》2023年第5期52-56,共5页Northern Economy and Trade

基　　金：2021年度天津理工大学大学生创新训练计划项目(202110060066)。

摘　　要：在外卖社区高度成熟的今天,负面评论已成为威胁外卖商家正常经营的一个关键因素。在印象管理视角下,本研究对美团APP上存在的负面评论及其商家回复,结合扎根理论方法进行数据整理,并使用问卷调查法量化探究了外卖商家在面对负面评论时所采用的不同回复策略的有效性。研究结果表明,外卖商家在进行对负面评论回复的过程中,应较多使用印象管理策略中的道歉和解释策略,尽量避免使用置身事外策略。同时,在回复过程中商家须注意在特殊情境下审慎选择回复手段。In today's highly mature take-out community,negative reviews have become a key factor threatening the normal operation of take-out merchants.Based on the impression management strategy,this paper investigated the effectiveness of different response strategies used by takeaway merchants in the face of negative reviews by combining the data of negative reviews and their merchant responses on Meituan APP with the rooting theory approach and using questionnaires to quantify the effectiveness of different response strategies used by takeaway merchants in the face of negative reviews.The results of the study showed that in the process of responding to negative reviews,takeaway merchants should use more of the impression management strategies of apology and explanation,and avoid the strategy of staying out of the situation as much as possible.At the same time,the merchants should pay attention to the special situations in which they should carefully choose their response strategies.

关 键 词：印象管理策略 扎根理论 企业回复策略 在线负面评论 

分 类 号：F724[经济管理—产业经济]