How do consumers process online hotel reviews?

2015 ◽  
Vol 6 (2) ◽  
pp. 113-126 ◽  
Author(s):  
Ellen EunKyoo Kyoo Kim ◽  
Chung Hun Lee
Keyword(s):  
Web Sites ◽  
Online Reviews ◽  
The Body ◽  
Consumer Information ◽  
Content Type ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to examine how consensus and sequence of electronic word-of-mouth (eWOM) presented on online hotel review Web sites affect consumers’ attitudes toward the company and intention to stay at a hotel. Design/methodology/approach – This experiment used a 2 (consensus: high/low) × 3 (sequence: positive-negative, neutral, negative-positive) between-subjects design. A total of 165 usable data samples were gathered. Both consensus and sequence were manipulated. Findings – The study revealed that the review consensus overrides the impact of the review sequence such that when review ratings are substantially consistent, consumers’ attitudes and intentions to stay at a hotel are not influenced by the sequence of reviews. Research limitations/implications – Other variables such as prior experience with the hotel or biases toward the hotel can affect consumer reactions to such online reviews. Future studies need to reflect on such variables that can moderate or mediate the impact of eWOM consensus and sequence. Practical implications – Our findings suggest that the online consumer review summary information should be used to control the customer message process and when consumer reviews conflict, managers should take note of the sequence in which consumers read the reviews. Originality/value – This paper adds to the body of scholarly research related to consumer information processing and further demonstrates how individuals integrate opinions from several reviews, especially in the online context.

scholarly journals Branded premiums in tourism destination promotion

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shasha Wang ◽  
Arnold Japutra ◽  
Sebastián Molinillo
Keyword(s):  
Experimental Design ◽  
Design Methodology ◽  
The Body ◽  
Brand Name ◽  
Tourism Destination ◽  
Content Type ◽  
Body Of Knowledge ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined. Design/methodology/approach This research uses two experiment-based studies, applying a between-group experimental design. Findings The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium. Research limitations/implications This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums. Practical implications Mutual benefits can be obtained by both tourism destination marketers and premium marketers. Originality/value This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

scholarly journals “Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data

2021 ◽  
Vol 13 (19) ◽  
pp. 10912
Author(s):  
Young Joon Park ◽  
Jaewoo Joo ◽  
Charin Polpanumas ◽  
Yeujun Yoon
Keyword(s):  
Online Reviews ◽  
Online Review ◽  
Generation Process ◽  
Product Categories ◽  
Consumer Review ◽  
Online Consumer ◽  
Multiple Product ◽  
Online Consumer Review ◽  
Fake Reviews ◽  
Better Than

In this paper, we study the online consumer review generation process by analyzing 37.12 million online reviews across nineteen product categories obtained from Amazon.com. This study revealed that the discrepancy between ratings by others and consumers’ post-purchasing evaluations significantly influenced both the valence and quantity of the reviews that consumers generated. Specifically, a negative discrepancy (‘worse than what I read’) significantly accelerates consumers to write negative reviews (19/19 categories supported), while a positive discrepancy (‘better than what I read’) accelerates consumers to write positive reviews (16/19 categories supported). This implies that others’ ratings play an important role in influencing the review generation process by consumers. More interestingly, we found that this discrepancy significantly influences consumers’ neutral review generation, which is known to amplify the effect of positive or negative reviews by affecting consumers’ search behavior or the credibility of the information. However, this effect is asymmetric. While negative discrepancies lead consumers to write more neutral reviews, positive discrepancies help reduce neutral review generation. Furthermore, our findings provide important implications for marketers who tend to generate fake reviews or selectively generate reviews favorable to their products to increase sales. Doing so may backfire on firms because negative discrepancies can accelerate the generation of objective or negative reviews.

The effects of cost-based contractor selection on construction project performance

2015 ◽  
Vol 20 (3) ◽  
pp. 235-251 ◽  
Author(s):  
Olugbenga Jide Olaniran
Keyword(s):  
Construction Projects ◽  
Construction Project ◽  
Poor Performance ◽  
Project Performance ◽  
The Body ◽  
Contractor Selection ◽  
Content Type ◽  
Body Of Knowledge ◽  
The Impact ◽  
Practical Implications

Purpose – This paper aims to present the outcome of a study conducted on the impact that cost-based contractor selection (CBCS) might have on construction project performance. Several criteria are normally used to select construction contractors, competitiveness of the quoted prices of the prospective contractors is one such important criterion. However, choosing contractors solely on the basis of the quoted price may cause poor performance in the construction project. Design/methodology/approach – A quantitative approach was adopted. A critical review of the literature was conducted to develop 50 survey questions relating to the problems that CBCS might have on construction project performance. Findings – Analysis of close data obtained from the survey of construction experts showed the nature of project performance problems associated with the CBCS to be project time delays and non-compliance with construction standards. The major reason they occurred was found to be the reduced profit margin for contractors. Research limitations/implications – The research sample size is small and restricted to construction professionals in Brunei. Practical implications – The study findings present updated information to construction professionals about the inherent impacts of choosing contractors based on cost. Furthermore, this study enhances the approach of selecting contractors within the construction industry. Originality/value – The study made strong and unique arguments about the problems associated with choosing construction contractors based on cost. This study contributes to the body of knowledge relevant to the management of construction projects.

scholarly journals The influence of e-word-of-mouth on hotel occupancy rate

2016 ◽  
Vol 28 (9) ◽  
pp. 2035-2051 ◽  
Author(s):  
Giampaolo Viglia ◽  
Roberta Minazzi ◽  
Dimitrios Buhalis
Keyword(s):  
Critical Role ◽  
Online Reviews ◽  
Three Dimensions ◽  
Occupancy Rate ◽  
Consumer Reviews ◽  
Content Type ◽  
Online Consumer Reviews ◽  
Online Consumer ◽  
Occupancy Rates ◽  
The Impact

Purpose Online consumer reviews have become increasingly important for consumer decision-making. One of the most prominent examples is the hotel industry where consumer reviews on websites, such as Bookings.com, TripAdvisor and Venere.com, play a critical role in consumers’ choice of a hotel. There have been a number of recent studies analyzing various aspects of online reviews. The purpose of this paper is to investigate their effects in terms of hotel occupancy rates. Design/methodology/approach This paper measures through regression analysis the impact of three dimensions of consumer reviews (i.e. review score, review variance and review volume) on the occupancy rates of 346 hotels located in Rome, isolating a number of other factors that might also affect demand. Findings Review score is the dimension with the highest impact. The results suggest that after controlling for other variables, a one-point increase in the review score is associated to an increase in the occupancy rate by 7.5 percentage points. Regardless the review score, the number of reviews has a positive effect, but with decreasing returns, implying that the higher the number of reviews, the lower the beneficial effect in terms of occupancy rates is. Practical implications The findings quantify the strong association of online reviews to occupancy rates suggesting the use of appropriate reputational management systems to increase hotel occupancy and therefore performance. Originality/value A major contribution of this paper is its comprehensiveness in analyzing the relation between online consumer reviews and occupancy across a heterogeneous sample of hotels.

Examining the antecedents of persuasive eWOM messages in social media

2014 ◽  
Vol 38 (6) ◽  
pp. 746-768 ◽  
Author(s):  
Shasha Teng ◽  
Kok Wei Khong ◽  
Wei Wei Goh ◽  
Alain Yee Loong Chong
Keyword(s):  
Social Media ◽  
Visual Cues ◽  
Source Credibility ◽  
Online Reviews ◽  
Intention To Use ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications ◽  
Information Acceptance

Purpose – Numerous electronic word-of-mouth (eWOM) studies have been conducted to examine the effectiveness of persuasive eWOM messages. Despite the impact of eWOM messages in decision-making processes, few researches have directly tested potential antecedents of persuasive eWOM messages among message recipients in social media context. The purpose of this paper is to critically discuss and examine the determinants of persuasive eWOM messages when message recipients intend to accept and use eWOM messages. Design/methodology/approach – The authors reviewed extant literature of eWOM and proposed hypotheses regarding persuasive eWOM messages in social media context. A survey of 78 respondents was conducted and the data were analysed using SmartPLS. Findings – This study found that argument quality, source credibility, source attractiveness, source perception and source style are critical antecedents of persuasive eWOM messages. The PLS results suggested that source credibility (trustworthiness), source perception (usefulness, social ties) and source style (visual cues, number) are main characteristics of credible eWOM messages in relation to users’ intention to accept and use online reviews. The variance of information acceptance and intention to use were also explained in the findings. Practical implications – This paper identified critical antecedents of persuasive eWOM messages and suggested eWOM messages as a credible source. An integrated conceptual framework was developed to illustrate comprehensive antecedents of persuasive eWOM messages, and the relationships between these messages, information acceptance and intention to use. Originality/value – The significance of the study is to identify the effectiveness of eWOM messages and its impact on intention to accept and use these messages. Moreover, this study will provide insightful guidelines for marketers with practical implications in approaching emerging markets via eWOM initiatives.

scholarly journals Fashion consciousness, materialism and fashion clothing purchase involvement of young fashion consumers in Egypt: the mediation role of materialism

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Riham Mohamed Talaat
Keyword(s):  
Developing Countries ◽  
Gender Role ◽  
The Body ◽  
Survey Method ◽  
Convenience Sample ◽  
Content Type ◽  
Fashion Consciousness ◽  
The Impact ◽  
Practical Implications ◽  
Fashion Involvement

Purpose Fashion clothing has always been an interesting area for scholarly research on consumer behavior. This paper seeks to gain a better understanding of the youth involvement with fashion clothing in the Egyptian context. Accordingly, the paper considers the Egyptian consumers’ attitude toward fashion involvement by investigating how fashion consciousness and materialism serve as main antecedents of fashion clothing involvement, while also determining the impact of fashion clothing involvement on fashion clothing purchase involvement. This paper aims to test an extended and adapted theoretical model of fashion clothing involvement in Egypt. Design/methodology/approach Using non-probabilistic convenience sample, a survey method was used, and 270 valid questionnaires were collected. Findings The hypothesized antecedents were found to influence fashion clothing involvement among young Egyptian consumers, which in turn significantly affect its purchasing. Moreover, materialism was also found to partially meditate the relationship between fashion consciousness and fashion involvement. On the other hand, the hypothesized gender role as a moderator between all variables of the study was not supported. Research limitations/implications Using a wider population is one avenue future research seeking to replicate this study can pursue. Specifically, because the sample consisted of university students, generalizing the results to non-students can be restricted. Likewise, findings are mainly related to fashion clothing; hence, extending the model to include other product categories can provide more support for the results. Practical implications As the results confirmed that there is a partial significant positive impact of fashion consciousness on fashion clothing involvement via materialism, the paper provides practical implications for fashion marketers to achieve successful communication with fashion-conscious and materialistic young Egyptian consumers. The aim is to develop strategies that are consistent with consumers’ values and communicate appeals to their aspirational lifestyle. Originality/value This paper contributes to the limited number of the published manuscripts on the fashion clothing marketing sector in Egypt. There is a void in literature related the investigation of fashion clothing involvement in the developing countries. Accordingly, this paper fills this gap by examining the fashion clothing consumption behavior of young Egyptian students in Cairo University. To the best of the author’s knowledge, it is among the first to investigate the antecedents and motives related to fashion clothing involvement and its purchases among young consumers in the Egyptian context. The paper develops a comprehensive model of fashion clothing involvement to highlight the relationships between fashion involvement and Fashion consciousness, materialism, and fashion clothing purchase-involvement. The paper also contributes to the research by exploring materialism as a mediator between fashion consciousness and fashion involvement constructs, in addition to exploring the gender role as a moderator between all constructs of the study. The study makes theoretical contribution to the body of knowledge around young Egyptian consumers’ fashion clothing involvement and purchase behavior toward luxury fashion clothes, which may be extended to other similar Arab non-Western developing countries. Moreover, it offers managerial insights for establishing effective communications with this potentially lucrative market segment.

scholarly journals The impact of social influence on the perceived helpfulness of online consumer reviews

2018 ◽  
Vol 52 (3/4) ◽  
pp. 619-636 ◽  
Author(s):  
Hans Risselada ◽  
Lisette de Vries ◽  
Mariska Verstappen
Keyword(s):  
Social Influence ◽  
Design Methodology ◽  
Negative Impact ◽  
Positive Impact ◽  
Content Type ◽  
Online Consumer Reviews ◽  
Online Consumer ◽  
The Impact ◽  
Practical Implications ◽  
Perceived Helpfulness

Purpose This study aims to study to what extent the helpfulness votes others attach to a review affect a consumer’s perceived helpfulness of that review. In addition, the purpose of this study is to investigate whether this social influence moderates the relationships among several content presentation factors and perceived helpfulness. Design/methodology/approach A choice-based conjoint experiment was carried out in which 201 respondents evaluated different reviews and chose the review they perceive as most helpful. Findings Consumers perceive reviews as more (less) helpful in the presence of clearly valenced positive (negative) helpfulness votes. In addition, helpfulness votes of others diminish the positive impact of structure and the negative impact of spelling errors. Research limitations/implications The experimental setup may limit the external validity of the study. Practical implications Providing a helpfulness button gives firms an instrument to offer content that consumers perceive as more useful and to exert some influence on the effects of content presentation factors on the review’s helpfulness. Social implications Consumers tend to follow other consumers’ opinions without forming their own opinion. Firms could misuse this tendency by hiring people to vote on reviews that are not necessarily helpful for consumers, but are helpful for the firm. Originality/value This study is the first to assess the extent to which social influence affects consumers’ evaluation of reviews. Given that consumers use helpfulness votes to distinguish reviews, it is important to understand to what extent these votes reflect the actual helpfulness of the information in the review and to what extent they reflect previous helpfulness votes.

Value destruction in exaggerated online reviews

2019 ◽  
Vol 31 (4) ◽  
pp. 1956-1976 ◽  
Author(s):  
Melissa A. Baker ◽  
Kawon Kim
Keyword(s):  
Experimental Design ◽  
Behavioral Intentions ◽  
Negative Emotion ◽  
Online Reviews ◽  
Design Study ◽  
Content Type ◽  
Language Complexity ◽  
Customer Perceptions ◽  
The Impact ◽  
Practical Implications

PurposeThis paper aims to examine the underlying motivations, attitudes and behaviors of exaggerated review posters and readers by examining the effect of review valence, emotional expression and language complexity on perceived poster, website and firm trustworthiness and subsequent behavioral intentions.Design/methodology/approachThis research uses a mixed-method approach using the qualitative critical incident technique (CIT) and quantitative experimental design. Study 1 uses CIT to examine exaggerated online reviews from the poster perspective where Study 2 uses CIT to examine readers’ perceptions of exaggerated reviews. Study 3 conducts a between-subjects experimental design examining the impact of valence (positive vs negative) × emotion (low vs high) × language (vague vs detailed) on trustworthiness and behavior intention.FindingsResults of the two qualitative studies (Study 1 and 2) find posters and readers use language complexity and emotions in exaggerated reviews. The results from the quantitative experimental design study (Study 3) find that language style and emotions influence customer perceptions of poster, website and firm trustworthiness, which also mediates the relationship between the qualitative aspects of review text on behavioral intentions.Practical implicationsThe findings provide multiple practical implications on the prevalence of exaggerated online reviews and the importance of language and emotion in determining customer perceptions and behavioral intentions.Originality/valueBy focusing on both readers and posters in exaggerated eWOM, specific motivations, emotions and language, this research contributes to the literature of online reviews, customer misbehavior, trustworthiness, language use and value co-destruction in online environments.

scholarly journals Purchase Intention: Can Brand Awareness Mediates Online Consummer Reviews?

2021 ◽  
Vol 14 (2) ◽  
pp. 162-172
Author(s):  
Heni Susilowati ◽  
Titin Hargyatni
Keyword(s):  
Purchase Intention ◽  
Sampling Technique ◽  
Online Reviews ◽  
Brand Awareness ◽  
Primary Data ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

This study aims to determine the effect of Online Consumer Review on Purchase Intention with Brand Awareness as an Intervening Variable at Shopee into STEKOM University’s students. The primary data was obtained by distributing questionnaires to buyers who have shopped at Shopee which consists of 23 questions. Samples of 130 respondents taken by random sampling technique. The analytical tool used in data processing uses Multiple Linear Regression with the help of SPSS version 25. The results show that Online Consumer Reviews ( Online Reviews on Website, Consistency of Online Reviews and Website Popularity) have a positive effect on brand awarensess at Shopee. Online Consumer Reviews (Online Reviews on Website, Online Consistency of Reviews and Popularity of Website) variables also have a positive and significant effect on Purchase Intention.  Meanwhile, the Brand Awareness variable is not able to mediate Online Consumer Reviews on Purchase Intentions at the Shopee shopping platform.  

The impact of company-dependent and company-independent information sources on organizational attractiveness perceptions

2015 ◽  
Vol 34 (8) ◽  
pp. 941-959 ◽  
Author(s):  
Hsiu-Fen Lin
Keyword(s):  
Web Sites ◽  
Information Sources ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Organizational Attractiveness ◽  
Content Type ◽  
Related Information ◽  
The Impact ◽  
Practical Implications

Purpose – Grounded in the extended technology acceptance model and dual-process theory, the purpose of this paper is to develop a research model to examine the impact of company-dependent (e.g. recruitment web sites) and company-independent (e.g. social influences) information sources on job seeker perceptions of organizational attractiveness. Design/methodology/approach – Utilizing data collected from 193 participants in Taiwan, various relationships in the research model are tested using the partial least squares approach. Findings – The results indicated that job seeker beliefs (perceived usefulness and perceived ease of use) of recruitment web sites and social influence factors (informational and normative social influences) are important antecedents of organizational attractiveness. Furthermore, system quality affects perceived ease of use, while information quality and service quality influence both perceived ease of use and perceived usefulness of recruitment web sites. Practical implications – Organizations need to put time and effort into ensuring that job seekers are satisfied with the information and service quality of recruitment web sites, since these two service-oriented web site features can enhance job seeker perceptions of organizational attractiveness. Additionally, perhaps the recruitment web sites can add links designed specifically for the social influencers such as parents, significant others, or teachers. Originality/value – The empirical approach is novel to the recruitment literature, and this study demonstrates its viability in providing a more comprehensive examination of the role of recruitment-related information sources for organizational attractiveness perceptions. These contributions also have practical implications for organizations: understanding how various recruitment-related information sources are likely to affect job seeker attraction and application decisions may improve organizational recruitment effectiveness by building a well-designed recruitment web site and positive word of mouth from existing employees.

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