Publication: The influence of online ratings and reviews on hotel booking consideration
Loading...
Full text at PDC
Publication Date
2018-06-01
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Elsevire
Citations
Exportar
Abstract
This paper analyses the impact of good vs. bad ratings during the first stage of the decision-making process when booking a hotel. This study tested the interaction between numerical ratings given to a product or service and the number of verbal reviews it has received while controlling subject susceptibility to interpersonal influence. The study conducted a full factorial between subjects design of 2 levels of ratings (good vs. bad) x 2 levels of reviews (high vs. low) in a decision-controlled setting. Results suggest an asymmetric interaction between numerical ratings and reviews: When the rating is good, the trust in the rating depends on the number of reviews, but conversely, if the rating is bad, the number of reviews has no effect on how trustworthy the rating is. Academic and managerial implications of this study and scope for future research have also been discussed.
Description
Unesco subjects
Keywords
Citation
Anderson, E.W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5–17. http://dx.doi.org/10.1177/109467059800100102
Amblee, N. & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91–114. http://dx.doi.org/10.2753/JEC1086-4415160205
Aral, S., & Walker, D. (2012). Identifying influential and susceptible members of social networks. Science, 337(6092), 337–341. http://dx.doi.org/10.1126/science.1215842
Bearden, W.O., Netemeyer, R.G. & Teel, J.E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481. http://dx.doi.org/10.1086/209186
Boatwright, P., Basuroy, & S. Kamakura, W. (2007). Reviewing the reviewers: The impact of individual film critics on box office performance. Quantitative Marketing and Economics, 5(4), 401–425. http://dx.doi.org/10.1007/s11129-007-9029-1
BrightLocal (2014). Local Consumer Reviewer. Retrieved: 16.09.17 from: https://www.brightlocal.com/wp-content/uploads/2014/07/Local-Consumer-Review-Survey-20141.pdf
Burnkrant, R.E. & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206–215. http://dx.doi.org/10.1086/208633
Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477–491.
Chevalier, J. & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354. http://dx.doi.org/10.1509/jmkr.43.3.345
Cialdini, R. & Goldstein, N. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591–621. http://dx.doi.org/10.1146/annurev.psych.55.090902.142015
Cialdini, R. (1993). The psychology of influence. New York: William Morrow & Co.
Cialdini, R. (2009) Influence: Science and practice. Boston, MA: Pearson Education.
Cisco System (2013). Annual Report. Cisco Systems, Inc.San José, CA: EE.UU. Retrieved: 16.09.17 from http://www.cisco.com/web/ES/pdf/Cisco_ASR_2012_v2_020813.pdf
ComScore (2007): Online Consumer-Generated Reviews Have Significant Impact on Offline Purchase Behavior. Retrieved: 16.09.17 from: https://www.comscore.com/Insights/Press-Releases/2007/11/Online-Consumer-Reviews-Impact-Offline-Purchasing-Behavior
Cyert, R. M., & March, J. G. (1963). A behavioral theory of the firm. Englewood Cliffs, NJ, 2.
Dellarocas, C., Zhang, X. M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23–45. http://dx.doi.org /10.1002/dir.20087
Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review, 44(6), 131–44.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28, 307–319. http://dx.doi.org/10.2307/3172866
Duan, W., Gu, B. & Whinston, A.B. (2008). The dynamics of online word-of-mouth and product sales-An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233–242. http://dx.doi.org /10.1016/j.jretai.2008.04.005
Gigerenzer, G. & Gaissmaier, W. (2011). Heuristic decision making. Annual Review of Psychology, 62, 451–482. http://dx.doi.org /10.1146/annurev-psych-120709-145346
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545–560. https://doi.org/10.1287/mksc.1040.0071
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76, 408–420. http://dx.doi.org/10.1080/03637750903310360
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Press.
Holbrook, M. B & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. http://dx.doi.org/10.1086/208906
Hu, N., Bose, I., Koh, N. S., & Liu, L. (2012). Manipulation of online reviews: An analysis of ratings, readability, and sentiments. Decision Support Systems, 52(3), 674–684. https://dx.doi.org/10.1016/j.dss.2011.11.002
Jacobson, R. P., Mortensen, C. R., & Cialdini, R. B. (2011). Bodies obliged and unbound: Differentiated response tendencies for injunctive and descriptive social norms. Journal of Personality and Social Psychology, 100(3), 433–448. http://dx.doi.org/10.1037/a0021470
Katz, E. & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York: Free Press.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57–78.
Kuvaas, B., & Selart, M. (2004). Effects of attribute framing on cognitive processing and evaluation. Organizational Behavior and Human Decision Processes, 95(2), 198–207.
Lee, M. Shi, N. Cheung, C. M., K., Lim, K., & Sia, C. (2011). Consumer's decision to shop online: The moderating role of positive informational social influence. Information & Management, 48(6), 185–191. http://dx.doi.org/10.1016/j.im.2010.08.005
Li, X., & Hitt, L. M. (2008). Self-selection and information role of online product reviews. Information Systems Research, 19(4), 456–474. https://dx.doi.org/10.1287/isre.1070.0154
Litvin, S.W., Goldsmith, R E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468. https://dx.doi.org/10.1016/j.tourman.2007.05.011
Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74–89. https://dx.doi.org/10.1509/jmkg.70.3.74
Moe, W. W., & Schweidel, D. A (2011). Online Product Opinions: Incidence, Evaluation and Evolution. Marketing Science, 31(3), 372–386. http://dx.doi.org/10.1287/mksc.1110.0662.
Mudambi, S. M., & Schuff, D. (2010). What makes a helpful review? A study of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.
Nielsen (2012). State of the Media: The Social Media Report. Retrieved: 12.07.17 from: https://postmediavancouversun.files.wordpress.com/2012/12/nielsen-social-media-report-20122.pdf.
Papathanassis, A., & Knolle, F. (2011). Exploring the adoption and processing of online holiday reviews: A grounded theory approach. Tourism Management, 32(2), 215–224.
Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399–410. https://dx.doi.org/10.1016/j.elerap.2007.12.001
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2), 102–110. https://dx.doi.org/10.1086/208685
Pennington, D. C. (2000). Social cognition. London: Routledge modular psychology series.
Rao, H., Greve, H. R., & Davis, G. F. (2001). Fool's gold: Social proof in the initiation and abandonment of coverage by Wall Street analysts. Administrative Science Quarterly, 46(3), 502–526.
Reinstein, D. A., & Snyder, C. M. (2005). The influence of expert reviews on consumer demand for experience goods: A case study of movie critics. The Journal of Industrial Economics, 53(1), 27–51. http://dx.doi.org/10.1111/j.0022-1821.2005.00244.x
Roberts, J. H., & Lattin, J. M. (1991). Development and Testing of a Model of Consideration Set Composition. Journal of Marketing Research, 28, 429–440.
Salmon, S. J., De Vet, E., Adriaanse, M. A., Fennis, B. M., Veltkamp, M., & De Ridder, D. T. (2015). Social proof in the supermarket: Promoting healthy choices under low self-control conditions. Food Quality and Preference, 45, 113–120. http://dx.doi.org/10.1016/j.foodqual.2015.06.004
Senecal, S., & Nantel, J. (2004). The Influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159–69. https://dx.doi.org/10.1016/j.jretai.2004.04.001
Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9/10), 999–1015. https://dx.doi.org/10.1108/03090560710773318
Sokolova, T., & Krishna, A. (2016). Take it or leave it: How choosing versus rejecting alternatives affects information processing. Journal of Consumer Research, 43(4), 614–635. http://dx.doi.org/10.1093/jcr/ucw049
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://dx.doi.org/10.1016/j.tourman.2010.12.011
Sridhar, S., & Srinivasan, R. (2012). Social influence effects in online product ratings. Journal of Marketing, 76(5), 70–88. https://dx.doi.org/10.1509/jm.10.0377
Van Schaik, P., & Ling, J. (2009). The role of context in perceptions of the aesthetics of web pages over time. International Journal of Human-Computer Studies, 67(1), 79–89. https://dx.doi.org/10.1016/j.ijhcs.2008.09.012
Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 23–127. http://dx.doi.org/10.1016/j.tourman.2008.04.008
Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180–182. https://dx.doi.org/10.1016/j.ijhm.2008.06.011
Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74 (2), 133–148. http://dx.doi.org/ 10.1509/jmkg.74.2.133