酒店客人是利他主义者吗？正面评论的不确定性如何影响消费者的在线评论行为

IF 4.4 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Hospitality & Tourism Research Pub Date : 2021-07-14 DOI:10.1177/10963480211030313

Hengyun Li, Fang Meng, S. Hudson

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引用次数: 7

摘要

该研究旨在检验正面评价不确认（即酒店消费者的住宿后评价与先前消费者的平均评价评级之间的正面偏差）如何影响后续消费者发布在线评价的意愿和他们自己的评价评级。通过采用实验研究方法，本研究表明，正面评价的不确认增加了酒店客人发布在线评价的意愿，并通过关心他人的机制提高了他们的在线评价评级，表现出利他主义行为。此外，相对而言，当先前审查评级的方差较小时，积极审查的不确认效应更强。本研究增强了网络评论的社会影响文献，以及消费者发布网络评论的利他主义动机。

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Are Hotel Guests Altruistic? How Positive Review Disconfirmation Affects Consumers’ Online Review Behavior

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.

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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.