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The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity
Irene Cheng Chu Chan1; Long W. Lam2; Cheris W.C. Chow2; Lawrence Hoc Nang Fong2; Rob Law1
2017-09-01
Source PublicationInternational Journal of Hospitality Management
ISSN0278-4319
Volume66Pages:54-65
Abstract

Due to the experiential nature of travel-related products, online reviews have become an increasingly popular information source in travel planning and have a profound effect on consumers’ buying decisions, particularly in hotel booking. On the basis of homophily and similarity-attraction theory, we posit that review valence is positively related to consumers’ hotel booking intentions, and expect this relationship to be moderated by surface- (demographic) and deep-level (preference) similarities. The findings from two experiments conducted in Germany and Macau indicate that review valence significantly affects hotel booking intention, and that reader-reviewer demographic similarity moderates this effect. This three-way interaction reveals a substituting moderation effect between demographic similarity and preference similarity. One practical implication is that travel websites should find methods of exposing users to reviews written by those with either similar demographic characteristics or preferences, which facilitate travelers’ decision-making processes.

KeywordReview Valence Booking Intention Homophily Theory Demographic And Preference Similarity
DOIhttps://doi.org/10.1016/j.ijhm.2017.06.007
URLView the original
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000414106800006
Fulltext Access
Citation statistics
Cited Times [WOS]:17   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorLong W. Lam
Affiliation1.School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science, Museum Road, TST East, Kowloon, Hong Kong SAR, China
2.Faculty of Business Administration, University of Macau, Avenida da Universidade, Macau, SAR, China
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Irene Cheng Chu Chan,Long W. Lam,Cheris W.C. Chow,et al. The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity[J]. International Journal of Hospitality Management,2017,66:54-65.
APA Irene Cheng Chu Chan,Long W. Lam,Cheris W.C. Chow,Lawrence Hoc Nang Fong,&Rob Law.(2017).The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity.International Journal of Hospitality Management,66,54-65.
MLA Irene Cheng Chu Chan,et al."The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity".International Journal of Hospitality Management 66(2017):54-65.
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