“RUBBISH” VS. “BUYER BE AWARE”: A Cross-Cultural Move Analysis of Chinese and American Negative Online Shopping Reviews and Their Corresponding Responses
DOI:
https://doi.org/10.18002/sin.v10i1.6316Palabras clave:
negative online shopping reviews, managerial responses, peer-customer responses to negative online shopping reviews, a cross-cultural move analysisResumen
The present study aims at comparing the move structures of Chinese and American negative
online shopping reviews and managerial responses, and the influence of negative online reviews on peer
customer. The researchers collected 158 Chinese negative shopping reviews from www.jd.com, followed
by 157 managerial responses and 76 peer customer responses, and 156 American negative reviews from
www.amazon.com, followed by 139 managerial responses and 97 peer customer responses, respectively.
The negative online reviews were analyzed into explicitly-impolite and implicit-impolite moves, the
managerial responses were analyzed into rapport-enhancing and rapport-damaging move, and the peer
customer responses were analyzed into agreement and disagreement with the negative online reviews.
After qualitative analysis, the researchers conducted chi-square to examine whether the differences
between the Chinese and American negative online reviews and managerial and peer customer responses
were significant of not. The results show that the American negative online reviewer has matured as a
genre, in that American negative online reviewers not only criticized the commodity, service, etc., but
also warned other customers against making the purchase, while Chinese negative online reviews mainly
aimed at criticizing the commodity, services, etc., leaving the decision to the peer customer. In terms
of managerial responses, the Chinese manufacturer responded significantly more to the negative online
reviewer, but employed more rapport-damaging moves than their American counterpart. By contrast,
the American manufacturer customized their greeting and rectification with a unique reference code,
which make their managerial responses more individualized. As for peer-customer responses, the results
show that negative online reviews had a greater impact on Chinese peer customers than their American
equivalents. The findings may provide directions for the Chinese and American negative reviewers and
the management to adjust their move structures of negative reviews and managerial responses to the
negative online shopping reviews according to target consumers.
Descargas
Métricas alternativas
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2020 Yang Li, Anachalee Wannaruk
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Sinologia Hispanica. China Studies Review considers all manuscripts on the strict condition that
- The authors grant on a nonexclusive basis the exploitation rights (reproduction, distribution, public communication and transformation) of the work accepted for publication to the University of León. The authors can establish, on their own, additional agreements for the non-exclusive distribution of the version of the work published in the journal (for example, placing it in an institutional repository or publishing it in a book), always acknowledging the initial publication in this journal.
- The manuscript is your own original work, and does not duplicate any other previously published work, including your own previously published work.
- The manuscript is not currently under consideration or peer review or accepted for publication or in press or published elsewhere.
- The manuscript contains nothing that is abusive, defamatory, libellous, obscene, fraudulent, or illegal.
- Please note that Sinologia Hispanica uses Turnitin software to screen manuscripts for unoriginal material. By submitting your manuscript to Sinologia Hispanica you are agreeing to any necessary originality checks your manuscript may have to undergo during the peer-review and production processes. Any author who fails to adhere to the above conditions will be rejected.
- Authors are allowed and encouraged to electronically disseminate the pre-print versions (version before being evaluated) and / or post-print (version evaluated and accepted for publication) of their works before publication, since it favors their circulation and earlier dissemination and with it a possible increase in its citation and scope among the academic community.
Sinologia Hispanica is under Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. You can read more about this license in versión informativa and texto legal.
