网络口碑信息特性对酒店在线预订决策的影响

网络口碑是消费决策的重要信息来源,在服务消费类产品的预定过程中对消费决策具有重要影响。然而网络口碑的整体是由许多因素构成的,如口碑传播方向(正面口碑与负面口碑)、有用性投票(多少位真实住客认为此评论有用)以及口碑情绪(强烈情绪与普通情绪),这三者以不同的方式从不同的方向影响消费者的预订决策。文章以典型的服务类产品--酒店产品为研究对象,设计了8组对照实验,通过spss统计软件研究网络口碑的传播方向、有用性投票和口碑情绪的交互作用。研究发现负面点评的网络口碑传播效果大于正面点评,强烈情绪对正负面网络口碑的传播效果有相反的调节作用,且有无"有用性投票"对网络口碑传播效果的影响差异会因口碑情绪强烈程度的不同而不同。基于此,笔者为酒店的网络点评营销提供建议。

The Influence of e-WOM Characteristics on Hotel Purchasing Decision on line

In the era of network information, e-WOM has become an important channel for consumers to communicate information about goods and services. In the era of traditional media, one-way information dissemination of goods and services from the perspective of manufacturers has led to information asymmetry, making it difficult for consumers to make a comprehensive decision. To overcome this information asymmetry as much as possible, people need to evaluate different variables and use different information sources to make choices. Therefore, e-WOM based on consumers’ own experience has an important impact on purchasing decisions. More and more enterprises have realized the huge influence of e-WOM, and actively explored how to use the influence of e-WOM to carry out word-of-mouth marketing, and through the feedback of users to understand the advantages and disadvantages of their products and services. The word-of-mouth communication effect of online reviews is not determined by a single factor. Many studies have found that the popularity of websites, the direction of word-of-mouth communication, the nature of products themselves, the extreme nature of comments and other factors will have an impact on it. Especially, in the service consumption, due to the intangible and other characteristics, the purchase of hotel and tourism products is considered to be a high-risk behavior. Therefore, the emotional risk of reference group evaluation is an important aspect in the decision-making process. Using a survey conducted among 216 subjects, this article examines how information direction(positive vs. negative), usefulness vote(with vs. without) and e-WOM emotion(weak vs. strong) of the electronic word of mouth(e-WOM) in the hotel industry contribute to the e-WOM effect. In this paper, seven hypotheses were proposed and tested by 2×2×2 factor experiment design. A total of eight controlled experiments were conducted to study the interaction effect of the above factors by SPSS statistical software. The images and the questionnaires of the 8 groups of experiments were randomly distributed to the subjects. Then the subjects were asked to fill in the complete personal information and were asked to answer questions about the e-WOM effect based on the five-point scale in the hypothetical situation.The results of the experiments show that the effect of negative comments on the e-WOM communication is greater than that of positive comments.They also support the fact that the intensity of the e-WOM emotion has a negative moderating effect on the e-WOM communication of positive comments, and a positive moderating effect on the e-WOM communication of negative comments. The usefulness vote has a positive moderating effect on the e-WOM communication of the hotel online reviews with common emotions, and a negative moderating effect on the e-WOM communication of the hotel online reviews with strong emotions. Furthermore, The results reject the two hypotheses that strong emotions have more influence on the e-WOM communication of hotel than common emotions and that the usefulness vote will enhance the effect of e-WOM communication. The findings provide theoretical and managerial implications for hotel Internet marketing strategies. Finally, the research limitations and directions for future research are provided.