Paper Number
ECIS2026-2612
Paper Type
CRP
Abstract
Online reviews play an increasingly important role in shaping customers’ purchase decisions, yet firms often struggle with how to respond to negative reviews, especially when complaints stem from misunderstandings or uncontrollable factors. This study investigates when defensive responses, i.e., refuting responsibility or offering justification, can be effective. Using large-scale observational data with review updating records, we examine how product reputation and response politeness influence consumers’ rating updates after receiving responses to their reviews. Our findings show a nuanced pattern: defensive responses improve updated ratings for products with strong reputation but have no significant effect for products with moderate reputation. In addition, polite defensive responses lead to more favorable rating updates, whereas impolite ones do not. These results highlight that the effectiveness of defensive responses depends on both their source and linguistic style. This study offers actionable guidance for firms and advances literature on managerial responses and service recovery.
Recommended Citation
Jin, Haofeng and Liu, Yayuan, "Defensive Responses To Online Reviews: The Role Of Reputation and Politeness" (2026). ECIS 2026 Proceedings. 31.
https://aisel.aisnet.org/ecis2026/cog_hbis/cog_hbis/31
Defensive Responses To Online Reviews: The Role Of Reputation and Politeness
Online reviews play an increasingly important role in shaping customers’ purchase decisions, yet firms often struggle with how to respond to negative reviews, especially when complaints stem from misunderstandings or uncontrollable factors. This study investigates when defensive responses, i.e., refuting responsibility or offering justification, can be effective. Using large-scale observational data with review updating records, we examine how product reputation and response politeness influence consumers’ rating updates after receiving responses to their reviews. Our findings show a nuanced pattern: defensive responses improve updated ratings for products with strong reputation but have no significant effect for products with moderate reputation. In addition, polite defensive responses lead to more favorable rating updates, whereas impolite ones do not. These results highlight that the effectiveness of defensive responses depends on both their source and linguistic style. This study offers actionable guidance for firms and advances literature on managerial responses and service recovery.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.