Research on online retailer–customer interactions has extensively focused on how to turn negative reviews into marketing wins. By contrast, few prior studies have investigated how retailers should best respond to positive reviews. The current study aims to fill this gap. Drawing on interpersonal relationship research into capitalizing on positive experience, together with reinforcement effect theory and automatic behavioral priming theory, this study explores how retailers should respond to positive reviews to drive consumer repurchase intention. Two laboratory experiments reveal that an active–constructive response in a friendly communication style increases consumer repurchase intention, and consumer positive affect mediates this process. Our findings provide new theoretical insights and useful guidance for retailers on designing effective online communication strategies for consumers.

关于在线零售商与客户互动的研究主要集中于如何将负面评论转化为营销成功。相比之下，很少有先前的研究调查零售商应如何最好地回应正面评价。当前的研究旨在填补这一空白。该研究利用人际关系研究中的积极经验，以及强化效应理论和自动行为启动理论，探讨了零售商应如何响应积极评论以推动消费者回购意向。两项实验室实验表明，以友好的沟通方式进行积极的建设性回应会增加消费者的回购意向，而消费者的积极影响会介导这一过程。