The effect of online social reviews on hotel booking intention: The role of reader-reviewer similarity

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

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	The effect of online social reviews on hotel booking intention: The role of reader-reviewer similarity
	Chan, I. C. C.; Lam, L. W.; Chow, W. C.; Fong, L. H. N.; Law, R.
	2017-09-01
Source Publication	International Journal of Hospitality Management
ABS Journal Level	3
ISSN	0278-4319
Pages	54-65
Abstract	Due to the experiential nature of travel-related products, online reviews have become an increasingly popular information source in travel planning and have a profound effect on consumers’ buying decisions, particularly in hotel booking. On the basis of homophily and similarity-attraction theory, we posit that review valence is positively related to consumers’ hotel booking intentions, and expect this relationship to be moderated by surface- (demographic) and deep-level (preference) similarities. The findings from two experiments conducted in Germany and Macau indicate that review valence significantly affects hotel booking intention, and that reader-reviewer demographic similarity moderates this effect. This three-way interaction reveals a substituting moderation effect between demographic similarity and preference similarity. One practical implication is that travel websites should find methods of exposing users to reviews written by those with either similar demographic characteristics or preferences, which facilitate travelers’ decision-making processes.
Keyword	Review valence Booking intention Homophily theory Demographic and preference similarity
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	29698
Document Type	Journal article
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding Author	Lam, L. W.
Recommended Citation GB/T 7714	Chan, I. C. C.,Lam, L. W.,Chow, W. C.,et al. The effect of online social reviews on hotel booking intention: The role of reader-reviewer similarity[J]. International Journal of Hospitality Management, 2017, 54-65.
APA	Chan, I. C. C.., Lam, L. W.., Chow, W. C.., Fong, L. H. N.., & Law, R. (2017). The effect of online social reviews on hotel booking intention: The role of reader-reviewer similarity. International Journal of Hospitality Management, 54-65.
MLA	Chan, I. C. C.,et al."The effect of online social reviews on hotel booking intention: The role of reader-reviewer similarity".International Journal of Hospitality Management (2017):54-65.

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