Trust the Facts: The Impact of Reviews’ Written Style and Subject-Focus on Peer-to-Peer Accommodation Consumption

IF 4.4 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Hospitality & Tourism Research Pub Date : 2024-02-01 DOI:10.1177/10963480221100244

Hhye Won Shin, Alei Fan, L. Wu

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引用次数: 1

Abstract

Applying dual-process theory, the current research examines the impact of written style (i.e., fact-based vs. emotion-based) and subject focus of online reviews (i.e., property-focused vs. host-focused) on customer trust and booking intention in the peer-to-peer (P2P) accommodation context. Following a theory-led conceptualization of customer trust in the P2P accommodation context, a series of three scenario-based experimental studies are conducted to examine the proposed hypotheses. Study results show that fact-based (vs. emotion-based) reviews of the property/host enhance customers’ booking intention, which is mediated by trust in the property/host, respectively. Moreover, among fact-based reviews, host-focused (vs. property-focused) reviews lead to a higher level of booking intention among female customers, but male customers show no significant difference in booking intention when reading either host-focused or property-focused reviews. The present research findings bear important theoretical and managerial implications for researchers and P2P accommodation practitioners alike, which are discussed at the end.

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相信事实：评论的写作风格和主题重点对点对点住宿消费的影响

本研究运用双重过程理论，探讨了在点对点（P2P）住宿环境中，书面风格（即基于事实与基于情感）和在线评论的主题重点（即关注物业与关注房东）对客户信任和预订意向的影响。在对 P2P 住宿环境下的顾客信任进行理论引导的概念化之后，我们开展了一系列基于三个场景的实验研究来检验提出的假设。研究结果表明，基于事实（与基于情感）的对酒店/房东的评论会增强顾客的预订意向，而顾客的预订意向又分别受到对酒店/房东信任的影响。此外，在基于事实的评论中，关注房东（与关注物业）的评论会提高女性顾客的预订意向，但男性顾客在阅读关注房东或关注物业的评论时，预订意向并无显著差异。本研究结果对研究人员和 P2P 住宿从业人员都有重要的理论和管理启示，我们将在最后讨论这些启示。

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来源期刊

Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

10.10

自引率

9.50%

发文量

期刊介绍： The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.