Influence mechanism of online consumer comments on e‐retailer

Online consumer comments can reduce the uncertainty of consumers' purchasing behaviors and provide much more important reference for consumers to make purchasing decisions, and some online consumer comments have the positive and negative effects, and then some online retailers often take different actions to respond to consumers' online comments. To describe and analyze the influence mechanism of online comments on the consumers and retailers, we establish a two‐stage theoretical model by introducing product–demand mismatch and exploit it to analyze the impact of different quality online comments on online retailer and discuss the online retailer's decisions.