Response to online customer reviews helps increase sales. Extensive research has been carried out on this topic discussing tactics of response, while few scholars looked at it from the social network perspective. The problem is not how to respond but to whom to respond. Essentially, it is an effective online social network, not a response itself that generates trust and sales. In this paper, our main work is to use basic theoretical tools of social network theory to reveal the nature of the relationship between online response and performance. We use a web crawler to scrape data and get a sample of 3379 sellers from a B2B website. The regression results are consistent with the theoretical derivation and provide strong evidence for our assumptions and hypothesis. Sellers’ response to online customer reviews, especially to negative reviews, has a significant positive effect on its sales. Seller’s product price and product heterogeneity play moderating roles in the relationship above. Therefore, sellers should actively participate in online social conversations and get embedded in online social networks. Sellers should see pricing and product diversification strategies as important factors in the networking process. E-commerce platform companies should provide the necessary technical support to accelerate the formation of online communities. Producers should cooperate more with sellers and make full use of the customer review information for product improvement and innovation.

中文翻译：

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在线客户评论和电子商务销售响应的实证研究：基于移动信息系统的视角

对在线客户评论的回应有助于增加销售。关于这个话题的反应策略已经进行了广泛的研究，而很少有人从社交网络的角度来研究它。问题不在于如何应对，而是针对谁。本质上，它是一个有效的在线社交网络，而不是产生信任和销售的响应本身。在本文中，我们的主要工作是使用社交网络理论的基本理论工具来揭示在线响应与绩效之间关系的性质。我们使用网络搜寻器来抓取数据，并从B2B网站中获取3379个卖家的样本。回归结果与理论推导一致，并为我们的假设和假设提供了有力的证据。卖家对在线客户评论（尤其是负面评论）的回应，对销售有积极的影响。卖方的产品价格和产品异质性在上述关系中起调节作用。因此，卖家应积极参与在线社交对话并融入在线社交网络中。卖方应将定价和产品多样化策略视为联网过程中的重要因素。电子商务平台公司应提供必要的技术支持，以加速在线社区的形成。生产者应与卖方更多地合作，并充分利用客户评论信息来改进和创新产品。卖家应积极参与在线社交对话，并融入在线社交网络中。卖方应将定价和产品多样化策略视为联网过程中的重要因素。电子商务平台公司应提供必要的技术支持，以加速在线社区的形成。生产者应与卖方更多地合作，并充分利用客户评论信息来改进和创新产品。卖家应积极参与在线社交对话，并融入在线社交网络中。卖方应将定价和产品多样化策略视为联网过程中的重要因素。电子商务平台公司应提供必要的技术支持，以加速在线社区的形成。生产者应与卖方更多地合作，并充分利用客户评论信息来改进和创新产品。