社交媒体环境下语言风格相似性对消费者抱怨回复效果的影响——基于交际顺应理论

管理评论 ›› 2020, Vol. 32 ›› Issue (10): 206-216.

社交媒体环境下语言风格相似性对消费者抱怨回复效果的影响——基于交际顺应理论

赵晶^1,3, 谢志鹏², 汪涛^1,3, 黄睿¹

1. 武汉大学经济与管理学院, 武汉 430072;
2. 华中师范大学经济与工商管理学院, 武汉 430079;
3. 武汉大学组织营销研究中心, 武汉 430072

收稿日期:2017-09-08 出版日期:2020-10-28 发布日期:2020-11-07
作者简介:赵晶,武汉大学经济与管理学院、武汉大学组织营销研究中心副教授,硕士生导师,博士;谢志鹏,华中师范大学经济与工商管理学院副教授,硕士生导师,博士;汪涛,武汉大学经济与管理学院、武汉大学组织营销研究中心教授,博士生导师,博士;黄睿,武汉大学经济与管理学院硕士研究生。
基金资助:
国家自然科学基金青年项目（71302095；71702189）；国家自然科学基金重点项目（71532011）。

Does Language Style Matching Matter for Replying to Consumers' Complaints in Social Media Context? An Analysis Based on Communication Accommodation Theory

Zhao Jing^1,3, Xie Zhipeng², Wang Tao^1,3, Huang Rui¹

1. Economics and Management School of Wuhan University, Wuhan 430072;
2. School of Economics and Business Administration, Central China Normal University, Wuhan 430079;
3. Research Center for Organization Marketing of Wuhan University, Wuhan 430072

Received:2017-09-08 Online:2020-10-28 Published:2020-11-07

摘要/Abstract

摘要： 社交媒体的高速发展和广泛应用彻底改变了信息的传播路径和方式，这为企业的消费者抱怨管理提出了新的挑战。但是现有研究鲜有从语言风格层面关注企业如何在社交媒体环境下有效地回复消费者抱怨。本文基于交际顺应理论探讨了社交媒体环境下企业回复消费者抱怨信息的语言风格相似性对消费者产品评价的影响及其作用机制。通过三个实验发现，社交媒体环境下企业采用与消费者相似的语言风格回复消费者抱怨会提高消费者对产品的评价。在其中，感知相似性和因感知相似性而生的信任起到中介作用。此外，研究还发现，在线社区类型调节回复信息语言风格相似性对消费者产品评价的影响。在休闲娱乐型在线社区中，企业采用与消费者相似的语言风格回复消费者抱怨会取得更好的效果，而在专业型在线社区中此效应并不显著。本文既丰富了消费者抱怨管理方面的理论研究，同时也为企业在社交媒体环境下有效回复消费者抱怨提供了借鉴。

关键词: 语言风格相似性, 感知相似性, 信任, 在线社区类型

Abstract: The fast development of social media has significantly changed the way information is spread. This brings huge challenge for firms to effectively manage consumers' complaints. Existing studies have examined how to manage consumers' complaints from various perspectives. However, few studies have investigated how to reply to consumers' complaints better by utilizing the characteristics of communication in social media context. This study proposes that companies can reply to consumers' complaints by mimicking consumers' language style based on communication accommodation theory. The perceived similarity and the trust caused by perceived similarity mediate the effects of langue style matching on product evaluation. Furthermore, the type of online community that consumers participate in moderates the effects of language style matching on product evaluation. The results of this study enrich the literature about consumer complaint management and also contribute to the development of communication accommodation theory.

Key words: langue style matching, perceived similarity, trust, online community type

赵晶, 谢志鹏, 汪涛, 黄睿. 社交媒体环境下语言风格相似性对消费者抱怨回复效果的影响——基于交际顺应理论[J]. 管理评论, 2020, 32(10): 206-216.

Zhao Jing, Xie Zhipeng, Wang Tao, Huang Rui. Does Language Style Matching Matter for Replying to Consumers' Complaints in Social Media Context? An Analysis Based on Communication Accommodation Theory[J]. Management Review, 2020, 32(10): 206-216.

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