The Effects of Website Quality, Review Ratings and Cewebrity Reviews on Online Booking Intention: A Serial Mediation Model

IF 3 Q2 BUSINESS Vision-The Journal of Business Perspective Pub Date : 2023-10-19 DOI:10.1177/09722629231198610

Shaply Abdul Kareem, Pulidindi Venugopal

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Abstract

Social media and online reviews have had a tremendous impact on the hotel accommodation industry. Online reviews are a highly appreciated source of information for travellers making decisions about booking a hotel room through online travel agencies (OTA). This encourages researchers to investigate the direct and serial mediation effects of review ratings (RR) and cewebrity reviews (CR) on the relationship between booking website quality (BWQ) and online booking intentions (OBI). The stimulus-organism-response (S-O-R) framework was used to validate the hypotheses. Data were obtained from 665 users who experienced booking through OTA in India’s cities. SPSS and partial least squares structural equation modelling (PLS-SEM) were used to analyze the data. Researchers have used importance-performance map analysis (IPMA) to map the attributes and priorities of OBI. These findings suggest that BWQ positively affects OBI. Serial mediation of RR and CR in the relationship between BWQ and OBI was statistically significant. The findings revealed that when guests became more concerned about reviews, the relationship between BWQ and OBI became stronger. This research contributes to online reviews in the field of hospitality services as well as to stakeholders involved in the hotel booking process.

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网站质量、评论评分和名人评论对在线预订意愿的影响:一个序列中介模型

社交媒体和在线评论对酒店住宿行业产生了巨大的影响。对于通过在线旅行社(OTA)预订酒店房间的旅行者来说，在线评论是一个非常受欢迎的信息来源。这就鼓励研究者研究评论评分(RR)和网红评论(CR)在预订网站质量(BWQ)和在线预订意向(OBI)之间的直接和连续中介作用。刺激-有机体-反应(S-O-R)框架被用来验证假设。数据来自665名在印度城市通过在线旅行社预订的用户。采用SPSS和偏最小二乘结构方程模型(PLS-SEM)对数据进行分析。研究人员利用重要性-绩效映射分析(IPMA)来映射OBI的属性和优先级。这些发现表明，BWQ对OBI有积极影响。RR和CR在BWQ与OBI关系中的串行中介作用具有统计学意义。研究结果显示，当客人更关心评论时，BWQ和OBI之间的关系变得更强。这项研究有助于酒店服务领域的在线评论以及参与酒店预订过程的利益相关者。

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.