Responding to Negative Online Reviews on Chinese E-Commerce Platforms: Culture's Impact and A Comparison of Rhetorical Moves

To examine the impact of cultural factors on business responses to negative online reviews, we first examined rhetorical moves in business responses to negative online reviews on Chinese B2C e-commerce platforms. Then, we conducted a comparative analysis of the rhetorical moves in this research and those identified in Wang’s research on rhetorical moves identified in business responses to negative online reviews on Amazon.com. Following the framework of social-cognitive system theory, we explained how cultural factors may shape businesses’ responses to negative online reviews and concluded the research by discussing the implications of the research in the context of cross-border e-commerce.