讲者姓名：童昱

讲者单位：浙江大学管理学院

演讲题目：The Direct Effect of Managerial Responses: When Politeness Backfires

演讲时间：2024年9月27日 14:00-15:30

主持人：余艳 

演讲方式：腾讯会议

腾讯会议：745 561 530

内容简介

Managerial responses, which represent firms’ public replies to online reviews, are commonly employed in customer communications. Using a dataset collected from a leading mobile game app platform in China, this research examines the effect of managerial responses on the review updates of customers who receive them, i.e., the direct effect of managerial responses. Platform users can update their reviews, and complete records of review updates are observable, which allows us to utilize variations in the same customer’s review ratings of a single game both before and after receiving a managerial response. Addressing concerns regarding the endogeneity of managerial responses, improvements in game quality, and censored data in rating updates, we find that users who update their reviews after receiving managerial responses upgrade their ratings by an average of one star. In addition, we find that the positive direct effect of managerial responses is negatively moderated by the level of response politeness, measured separately using both machine learning and large language models. By conducting a survey study, we further show that as the level of politeness increases, the likelihood of reviewers perceiving a managerial response as an attempt to persuade them also increases. These findings highlight the positive direct effect of managerial response and the importance of response style, specifically politeness, which can produce a backfire effect in online communications.

主讲嘉宾

浙江大学管理学院研究员（长聘副教授）、博士生导师，浙江省新型重点专业智库-浙江数字化发展与治理研究中心副主任。近年来作为项目负责人主持国家自然科学基金重大项目课题，优秀青年科学基金，浙江省“钱江人才计划”及多个香港研究资助局(RGC)基金项目。中国信息经济学会平台管理专业委员会副主任，中国运筹学会医疗运作管理分会理事。获得过“香港杰出青年学者奖”（Early Career Award），国际信息系统协会(Association for Information Systems）SIG Health的最佳论文奖和Meritorious Mention Award。论文发表于MIS Quarterly (UTD24), Information Systems Research，Journal of Management Information Systems, Journal of the Association for Information Systems，Information & Management，IEEE Transactions on Engineering Management等国际期刊。