SavedAdd your journal

Journals / İşletme Araştırmaları Dergisi / 2021 / Cilt: 13 - Sayı: 3

The Impact of Online Consumer Reviews on Online Hotel Booking Intention

Yiğit Can GÜLER
Farid HUSEYNOV
Pages
2634–2652
Publication Date
2022-11-06
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings of the study can be implemented byhotel brands in order to enhance customers’ online booking experience.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Purpose – The aim of this research is to investigate the impact of Online Consumer Reviews (OCRs) onconsumers’ online hotel booking intention in the hospitality sector in Turkey.
📊
Key Findings & Data:A self administrated, 5 point Likert scale type online questionnaire was conducted in order to collect data.
💡
Conclusion & Impact:Findings of the study can be implemented byhotel brands in order to enhance customers’ online booking experience.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Purpose – The aim of this research is to investigate the impact of Online Consumer Reviews (OCRs) onconsumers’ online hotel booking intention in the hospitality sector in Turkey. Design / Methodology / Approach - This study utilizes quantitative research techniques. A self administrated, 5 point Likert scale type online questionnaire was conducted in order to collect data. A totalof 204 volunteer participants who were interested in online shopping, have participated in the survey. Theresearch model consists of 7 independent and 2 dependent variables. While Review Source, Review Quality,Review Consistency, Review Volume, Review Recency, Negative Reviews and Positive Reviews areindependent variables; Perceived Credibility of Online Consumer Reviews and Online Hotel BookingIntention are dependent variables. Confirmatory Factor Analysis (CFA) and Structural Equational Model(SEM) were utilized while analyzing the research model of the study. Findings – According to findings of the research, both positive and negative OCRs affect the perceivedcredibility of OCRs. However, there is no statistically significant impact found that review source, reviewrecency, review consistency and review quality affect perceived credibility of OCRs. In addition, as perfindings of the research, review volume and perceived credibility of OCRs have statistically significantimpact on consumers’ online hotel booking intention. Discussion – People take into account other individuals’ opinions and comments when shopping online.This is particularly prominent in service sectors such as hotels that do not sell a tangible product. This studyhas investigated that the characteristics of OCRs influencing perceived credibility of OCRs and consumers’online hotel booking intention. Perceived credibility was found to have a mediator role betweencharacteristics of the OCR and online hotel booking intention. Findings of the study can be implemented byhotel brands in order to enhance customers’ online booking experience.

🔖

Cite This Article

GÜLER, Y. C., HUSEYNOV, F. (2022). The Impact of Online Consumer Reviews on Online Hotel Booking Intention. İşletme Araştırmaları Dergisi, Cilt: 13 - Sayı: 3, 2634–2652. https://ajindex.com/articles/652139

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (8)

  1. Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.
  2. Bailey, J. E., & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management science, 29(5), 530-545.
  3. Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of Internet and conventional retailers. Management science, 46(4), 563-585.
  4. Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
  5. Byrne, B. M. (2010). Structural equation modeling with AMOS: basic concepts, applications, and programming (multivariate applications series). New York: Taylor & Francis Group, 396, 7384. Chakraborty, U. (2019). Perceived credibility of online hotel reviews and its impact on hotel booking intentions. International Journal of Contemporary Hospitality Management. Chan, Y. Y., & Ngai, E. W. (2011). Conceptualising electronic word of mouth activity: An input‐process‐output perspective. Marketing Intelligence & Planning. Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
  6. Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet research. Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International journal of electronic commerce, 13(4), 9-38.
  7. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
  8. Chiou, J. S., Hsiao, C. C., & Chiu, T. Y. (2018). The credibility and attribution of online reviews. Online Information Review. Clare, C. (2009). MRes Extended Abstract: Factors of online reviews that influence consumer-buying decisions in B2C E-Commerce. Colman, A. M. (2015). A dictionary of psychology. Oxford quick reference. Dash, A., Zhang, D., & Zhou, L. (2021). Personalized Ranking of Online Reviews Based on Consumer Preferences in Product Features, International Journal of Electronic Commerce, 25:1, 29-50, DOI: 10.1080/10864415.2021.1846852 Davis, A., & Khazanchi, D. (2008). An empirical study of online word of mouth as a predictor for multi‐product category e‐commerce sales. Electronic