Quotation WU, Jintao, WU, Tong, Schlegelmilch, Bodo B. 2020. Seize the Day: How Online Retailers Should Respond to Positive Reviews. Journal of Interactive Marketing. 52 52-60.




Research on online retailer–customer interactions has extensively focused on how to turn negative reviews into marketing wins. By contrast, few prior studies have investigated how retailers should best respond to positive reviews. The current study aims to fill this gap. Drawing on interpersonal relationship research into capitalizing on positive experience, together with reinforcement effect theory and automatic behavioral priming theory, this study explores how retailers should respond to positive reviews to drive consumer repurchase intention. Two laboratory experiments reveal that an active–constructive response in a friendly communication style increases consumer repurchase intention, and consumer positive affect mediates this process. Our findings provide new theoretical insights and useful guidance for retailers on designing effective online communication strategies for consumers.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Interactive Marketing
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-A, STRAT-B, WH-B
Language English
Title Seize the Day: How Online Retailers Should Respond to Positive Reviews
Volume 52
Year 2020
Page from 52
Page to 60
Reviewed? Y
DOI https://doi.org/10.1016/j.intmar.2020.04.008
Open Access N


Schlegelmilch, Bodo B. (Details)
WU, Jintao (Lingnan (University) College, Sun Yat-sen University,, China)
WU, Tong (Lingnan (University) College, Sun Yat-sen University,, China)
Institute for International Marketing Management IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
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