{"title":"Are Hotel Guests Altruistic? How Positive Review Disconfirmation Affects Consumers’ Online Review Behavior","authors":"Hengyun Li, Fang Meng, S. Hudson","doi":"10.1177/10963480211030313","DOIUrl":null,"url":null,"abstract":"The research aims to examine how positive review disconfirmation (i.e., a positive deviance between a hotel consumer’s poststay evaluation and the average review rating by prior consumers) affects subsequent consumers’ willingness to post online reviews and their own review ratings. By employing an experimental research method, this study reveals that positive review disconfirmation increases hotel guests’ willingness to post online reviews, and increases their online review ratings through the mechanism of concern for others, demonstrating an act of altruism. In addition, comparatively the positive review disconfirmation effects are stronger when the variance of prior review ratings is smaller. This study enhances the online review social influence literature, and the consumer’s altruistic motivation of posting online reviews.","PeriodicalId":51409,"journal":{"name":"Journal of Hospitality & Tourism Research","volume":"47 1","pages":"528 - 548"},"PeriodicalIF":4.4000,"publicationDate":"2021-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/10963480211030313","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality & Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10963480211030313","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 7
Abstract
The research aims to examine how positive review disconfirmation (i.e., a positive deviance between a hotel consumer’s poststay evaluation and the average review rating by prior consumers) affects subsequent consumers’ willingness to post online reviews and their own review ratings. By employing an experimental research method, this study reveals that positive review disconfirmation increases hotel guests’ willingness to post online reviews, and increases their online review ratings through the mechanism of concern for others, demonstrating an act of altruism. In addition, comparatively the positive review disconfirmation effects are stronger when the variance of prior review ratings is smaller. This study enhances the online review social influence literature, and the consumer’s altruistic motivation of posting online reviews.
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.
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