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Management Response to Online Customer Reviews in Distribution Channel: A Perspective of Manufacturers

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Item Summary LI, DI Wu, Ruhai Wang, Hu 2019-01-03T00:30:19Z 2019-01-03T00:30:19Z 2019-01-08
dc.identifier.isbn 978-0-9981331-2-6
dc.description.abstract In a distribution channel where multiple manufacturers and retailers compete intensively, manufacturers’ investment decisions on directly communicating with end consumers are strategic. In this study, we examined the interactive relationship between the manufacturers’ management response strategies to online customer reviews and the channel structure formed in the online market. We collected data from, where the manufacturers, instead of the retailers, decide whether and how to respond to the customer reviews. The study illustrates the interaction of channel structure and manufacturers’ management response strategies to the reviews. On the one hand, if a manufacturer invests in responding to customer reviews, more retailers are willing to carry its product. On the other hand, if more retailers sell a manufacturer’s product, or if there are more intensive intra-competition in the retailer channels, the manufacturer is more likely to invest in management response.
dc.format.extent 10 pages
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Electronic Marketing
dc.subject Internet and the Digital Economy
dc.subject channel structure, channel relationship, direct communication strategy, management response, online customer review
dc.title Management Response to Online Customer Reviews in Distribution Channel: A Perspective of Manufacturers
dc.type Conference Paper
dc.type.dcmi Text
dc.identifier.doi 10.24251/HICSS.2019.572
Appears in Collections: Electronic Marketing

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