One-to-many services with public nature make online responses to one consumer visible to other consumers, which facilitates services to consumers but brings social comparison that can introduce unfairness and affect consumer attitudes. This study aims to explore the influence of online responses on consumer satisfaction from the perspective of fairness in online one-to-many services. This study proposes a theoretical model with unfairness as the mediator and examines the U-shaped relationship between online responses and aggregate consumer satisfaction and its mechanism. The findings show that online responses affect aggregate consumer satisfaction both directly and indirectly by changing the level of unfairness. The results provide theoretical insights on online responses and fairness literature and contribute to managerial implications for practitioners by reminding the negative impact of unfairness brought by online responses in the one-to-many scenario.


Paper Number 1516; Track Service; Short Paper


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