近年来，通过携程等OTA（Online Travel Agency）平台进行在线住宿预订的消费者逐年增加，在平台的酒店点评页内发表的评论数量也随之增加。对住宿体验进行在线评论，既成为消费者反映满意度的重要方式，也是潜在消费者进行购买决策时的重要信息来源。按照评论发表时间的先后，在线评论可分为先期评论和后续评论，先期评论会对后续评论产生影响。其中，先期负面评论反映了消费者不满意的住宿体验，对酒店吸引潜在消费者产生不利影响，从而对后续评论数量产生不利影响。而对负面在线评论进行有效的管理者回应，既能够弥补服务失误，也能够积极引导潜在消费者的态度，具有重要的研究意义和实践意义。
因此，本研究旨在探究先期负面评论对后续评论数量的影响机制，以及管理者回复类型对这一机制的影响。通过进行以在线住宿预订为背景的情景实验，本研究发现，体验型负面评论比属性型负面评论引发的后续评论数量更多，对商家的归属性归因在其中起中介作用；管理者回应的类型会对上述机制产生调节作用，具体而言，面对体验型负面评论时，采用辩解型回应能够降低潜在消费者对商家的归属性归因，从而对后续评论数量产生更积极的影响；而面对属性型负面评论，采用和解型回应虽然能够对后续评论数量产生更积极的影响，但对商家的归属性归因不会发生改变。基于实验结果，本研究对商家和平台进行负面评论管理提出建议。

In recent years, with the increase in the number of people using Online Travel Agencies, such as Trip.com, the number of online reviews in these platforms increased at the same time. Online reviews about experiences are important reflections of consumers’ feelings, as well as an important source of information for potential consumers when making purchasing decisions. Prior reviews could affect subsequent reviews. Prior negative reviews reflect consumer dissatisfaction, and thus have detrimental effects on the number of subsequent consumption and reviews. To help reduce that negative impact, providing appropriate managerial responses to online reviews is a possible approach.
This paper aims to research on the impact of prior online negative reviews on the number of subsequent online reviews, and the moderator effect of the categories of managerial responses. Through a scenario experiment with online accommodation booking as the background, this paper found that experience-based negative reviews trigger more subsequent reviews than attribute-based negative reviews, and locus attribution plays an intermediary role; Managerial response categories moderate the mechanisms. Specifically, when facing experience-based negative reviews, adopting defensive responses can reduce potential consumers’ locus attribution to the enterprise, thereby having a more positive impact on the number of subsequent reviews; When facing attribute-based negative reviews, adopting accommodative responses has a more positive impact on the number of subsequent reviews, but has no effect on locus attribution. These findings provide suggestions for enterprises and platforms to manage negative online reviews.