回應的藝術 : 負面評論語氣與管理者回應對潛在消費者品牌信譽的影響

Abstract

隨著消費者在購買前日益仰賴線上評論,單一則評論或企業回應即可能在一夕之間左右品牌形象。本研究旨在探討負面評論語調 (理性化與情緒化) 及管理者回應風格 (包容性與防禦性)對潛在消費者所感知之品牌可信度的影響。本研究以訊號理論為基礎，採用2 (負面評論) × 2 (管理者回應) 之線上實驗設計。研究結果顯示,理性化評論搭配包容性回應能顯著提升品牌可信度,然而針對情緒化評論,不同類型之管理者回應則無顯著差異。整體而言,包容性回應傾向傳達更高之品牌誠意與責任感,尤其是在回應建設性批評時。相對地，防禦性回應可能帶來聲譽風險,特別是在回應建設性評論時。本文討論數位溝通策略之理論意涵，以及線上聲譽管理之實務指引。

As consumers increasingly turn to online reviews before making a purchase, a single comment or company response can sway brand perceptions overnight. This study investigates the impact of negative review tone (constructive vs. destructive) and managerial response style (accommodative vs. defensive) on prospective consumers’ perceived brand credibility. Drawing on Signaling Theory, we conducted an online experiment with a 2 (negative review) × 2 (managerial response) design. Results indicate that constructive reviews, paired with accommodating responses, significantly enhance brand credibility, whereas the types of managerial responses to destructive reviews do not differ significantly. Overall, accommodative responses tend to convey greater brand sincerity and responsibility, particularly when addressing constructively framed criticism. Defensive responses, on the other hand, may pose reputational risks, especially in response to constructive reviews. Theoretical implications for digital communication strategies and practical guidelines for online reputation management are discussed.