Previous studies provide mixed conclusions on the prioritization of response resources allocation. This paper examines the relative importance of three targeting strategies—full response, random response, and responding to extreme online reviews. It also explores the two levels of response tailoring (high vs. low) on consumers’ purchase likelihood by taking review valance into account. For those firms with sufficient budget, results from three laboratory experiments indicate the following; responding to every negative online review using high-tailored responses, and selectively responding to positive online reviews, using low-tailored responses is an optimal configuration. Whereas, for firms with limited budget, responding to extreme negative online reviews using high-tailored responses is the optimal configuration.

先前的研究对响应资源分配的优先次序提出了不同的结论。本文研究了三种针对性策略的相对重要性：完全响应，随机响应和对极端在线评论的响应。它还通过考虑评论价来探索针对消费者购买可能性的响应调整的两个级别（高与低）。对于那些有足够预算的公司，三个实验室实验的结果表明：最佳解决方案是使用高个性化回复对每个负面的在线评论做出回应，并使用低个性化回应有选择地回应积极的在线评论。而对于预算有限的公司，使用高度定制的响应对极端负面的在线评论做出响应是最佳配置。