Collegium of Management and Finance, SGH Warsaw School of Economics, Warsaw, Poland.
PLoS One. 2022 Jul 15;17(7):e0271357. doi: 10.1371/journal.pone.0271357. eCollection 2022.
The paper proposes and evidences that a more frequent mentioning of a service issue in an online restaurant review makes the readers blame the restaurant more for the issue. This inside attribution, in turn, may worsen the restaurant evaluation. Two experiments (Study 1 and 2) examine this mechanism using different stimuli. In both experiments, consumers exposed to high (vs. low) mentioning-frequency reviews attributed the issue more inside the restaurant and evaluated the restaurant lower. Additionally, the paper considers the role of consumer analytical processing (Study 1) and perceived review helpfulness (Study 2) in the relationships between mentioning frequency and issue attribution. The paper extends the existing literature by applying the attribution theory to the context of frequency information in online reviews. The results guide marketers dealing with negative online reviews by suggesting the way to deal with high-mentioning-frequency negative reviews.
本文提出并证明了一个观点，即在在线餐厅评论中更频繁地提到某个服务问题会使读者更倾向于将问题归咎于餐厅。这种内部归因反过来可能会降低餐厅的评价。两个实验（研究 1 和 2）使用不同的刺激物来检验这一机制。在这两个实验中，接触高（低）提及频率评论的消费者更多地将问题归因于餐厅内部，并对餐厅的评价更低。此外，本文还考虑了消费者分析处理（研究 1）和感知评论有用性（研究 2）在提及频率与问题归因之间关系中的作用。本文通过将归因理论应用于在线评论中频率信息的背景，扩展了现有文献。研究结果通过建议处理高提及频率负面评论的方法，为处理负面在线评论的营销人员提供了指导。
