Abstract Businesses use the platform economy and electronic word-of-mouth generated by online reviews to attract consumers. Based on the communication accommodation theory, we examine both the contents of online consumer reviews and managerial responses to analyze what consumers and managers write and the associated linguistic characteristics to determine how they write. We examine and compare online consumer reviews and managerial responses on social media platforms, third-party booking platforms, and direct-sales platforms in four dimensions. These include (a) linguistic characteristics, (b) content, (c) the interaction between consumers and managers, and (d) the mechanism of the reflection of online reviews in consumer satisfaction. We use a text mining approach, latent semantic analysis, and text regressions to analyze data from the hotel industry. The findings suggest that both the linguistic characteristics and content of the consumer reviews and managerial responses differ depending on the platform. However, the factors influencing consumer satisfaction are the same among the three platforms. Consumer reviews on social media platforms have greater subjectivity and length; reviews on direct platforms have higher polarity, diversity, and readability. Consumer reviews focus more on interpersonal and intangible attributes on social media, on economic attributes on third-party platforms, and on tangible attributes on direct platforms. Managers’ responses have similar linguistic styles in terms of subjectivity, polarity, and readability, but they use more words with greater diversity and focus more on operations and facility issues on direct platforms than on the other two platforms. We provide implications for managers to understand consumer reviews and write responses.

中文翻译：

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通过 EWOM 利用平台经济效应：平台重要吗？

摘要 企业利用在线评论产生的平台经济和电子口碑来吸引消费者。基于沟通适应理论，我们检查在线消费者评论和管理响应的内容，以分析消费者和管理人员的写作内容以及相关的语言特征，以确定他们的写作方式。我们从四个维度检查和比较社交媒体平台、第三方预订平台和直销平台上的在线消费者评论和管理响应。这些包括（a）语言特征，（b）内容，（c）消费者和管理者之间的互动，以及（d）在线评论反映消费者满意度的机制。我们使用文本挖掘方法，潜在语义分析，和文本回归来分析酒店行业的数据。调查结果表明，消费者评论和管理回应的语言特征和内容因平台而异。但是，影响消费者满意度的因素在三个平台中是相同的。社交媒体平台上的消费者评论具有更大的主观性和篇幅；直接平台上的评论具有更高的极性、多样性和可读性。消费者评论更关注社交媒体上的人际关系和无形属性、第三方平台上的经济属性以及直接平台上的有形属性。管理者的回答在主观性、极性和可读性方面具有相似的语言风格，但与其他两个平台相比，他们使用更多具有更大多样性的词，并且更多地关注直接平台上的运营和设施问题。我们为经理提供了理解消费者评论和撰写回复的含义。