소비자 평점이 높은 유럽 호텔의 특징에 대한 참여관찰 결과와 후기내용 비교

이용숙 ( Yongsook Lee ) 한국소비자학회 2013 소비자학연구 Vol.24 No.2

본 연구는 호텔예약 사이트에서 높은 평점을 받은 동남부 유럽의 호텔들은 어떤 특징을 가지고 있으며 이러한 특징으로 인해 소비자들의 경험은 어떻게 달라지는지 참여관찰을 통하여 알아보고, 그 결과를 후기 내용과 비교하였다. 예비조사에서는 40개 호텔을 네 가지 방법으로 선정하여 숙박하면서 참여관찰을 실시하였다. 또한 20-40대 개인여행자 30명과 비공식적 면담을 실시하였다. 본 조사에서는 13개국에서 9.0 이상의 평점인 호텔 15곳, 8.0-8.9 인 호텔 15곳, 8.0 미만인 호텔 3곳에서 숙박하면서 참여관찰을 실시하였다. 또한 호텔 주인과 호텔 운영방식에 대한 비공식적 면담과 온라인 후기의 내용분석도 실시하였다. 주요 연구결과는 다음과 같다. 첫째, 평점에 가장 큰 영향을 미치는 것은 호텔규모로, 소규모일수록 평점이 높은 경향이 있다. 또한 넓은 발코니가 있고 아파트 형 호텔인 경우 평점이 높은 경향이 있다. 둘째, 높은 평점을 받은 호텔들은 이외에 다음의 특징을 공유하였다: (1)호텔 내 또는 근처에 거주하는 친절한 주인이 직접 호텔을 운영하며 고객과 잦은 커뮤니케이션; (2)부지런한 주인이 잦은 수리와 지속적 호텔 개선 노력으로 편리하고 깨끗한 객실 제공; (3)훌륭한 식사를 제공하거나, 부근의 비싸지 않으면서 훌륭한 식당 추천; (4)안내문에 제시되지 않은 부가서비스 제공. 셋째, 평점이 높을수록 장점 언급 횟수가 늘어나고, 평점이 낮을수록 단점 언급 횟수가 늘어나는 경향이 있으며, 높은 평점의 호텔에는 사소한 단점들이 낮은 호텔에는 중요한 단점들이 주로 언급되었다. 넷째, 후기내용을 참여관찰 내용과 비교한 결과, 장점으로서 ‘부가서비스 제공’, ‘객실의 시설, 설비, 가구’, ‘친절, 특별한 도움, 가족 같은 느낌을 갖게 하는 상호 작용’ 등 호텔주인/종업원의 태도’들이 주로 언급되었다는 점에서 비슷한 점도 많지만, 참여관찰 결과 중요한 특징이었던 ‘소규모 호텔’ ‘부지런한 주인이 직접 운영’, ‘잦은 수리와 세심한 관리’의 언급은 드물었다. ‘주인의 친절’과 ‘다양한 부가서비스 제공’은 부지런한 주인이 소규모 호텔을 직접 운영하며 호텔이나 부근에 거주하기 때문에 가능하지만, 이러한 원인은 후기에는 언급되지 않았다. 이는 소비자들은 직접 경험한 결과 중심으로 후기를 작성하기 때문이다. 본 연구의 결과로부터 후기 내용분석에만 의존해서는 평점이 높은 호텔과 낮은 호텔의 차이점이 충분히 분석되기 어렵다는 시사점을 얻었다. 참여관찰 등 다른 연구방법과 상호보완 함으로써 훨씬 좋은 결과를 얻을 수 있을 것이다. 이외에 글로벌 호텔 예약사이트 가입이 적고 평점이 낮은 편인 우리나라 호텔 마케팅을 위한 시사점을 몇 가지 얻었다: 소규모 아파트형 호텔의 신축과 개인주택의 호텔로의 전환, 발코니가 딸린 객실을 만들도록 노력 및 지원 할 필요가 있으며, 소규모 호텔과 아파트형 호텔은 어떤 편의나 특별한 체험이 가능한지에 대한 홍보를 위해 노력할 필요가 있다. 또한 더 많은 호텔들이 국제적인 호텔예약 사이트에 가입하도록 하고, 높은 평점을 받은 외국 호텔에서 숙박하면서 참여관찰을 하거나 소비자들의 호텔 리뷰 분석을 통하여 벤치마킹 하도록 할 필요가 있다. Today, more and more tourists are selecting hotels using online reservation sites. Previous studies have shown that the positive/negative reviews of hotels tend to influence consumers`` choice of hotel. However, few studies have dealt with the characteristics of hotels with high evaluations from online reviews. This study has two purposes. The first purpose is to identify the characteristics of European hotels that receive high evaluations from online consumer reviews. The second purpose is to compare the characteristics of these hotels found by participant observation with the contents of the online reviews. Following an emergent research design, the researcher conducted participant observation for 100 days. For the pilot study, the researcher conducted participant observation and interviews while staying in 40 hotels that were selected using four different approaches: (1)hotels recommended in tour books, (2)hotels that looked beautiful and modern from the outside, (3)online reservation site listed hotels with special discounted rates, and (4)online reservation site listed hotels with high consumer ratings. It appeared that the researcher and other consumers tended to be most satisfied with the hotels with high online ratings. Based on this finding, the focus of the main study became comparing hotels with higher ratings on a hotel reservation site with hotels with lower ratings on the same site. During participant observation, the researcher stayed one or two days each in 33 hotels in 13 countries of southeastern Europe: 15 hotels that scored higher than 9.0/10.0, 15 hotels that scored 8.0-8.9, and 3 hotels that scored lower than 8.0. In addition, the researcher conducted informal interviews with the owners or managers of the hotels while a content analysis was carried out on the consumers`` online reviews. The research results are as follows: First, the size of each hotel appears to influence the consumers`` reviews most. The smaller a hotel, the better chance there is to get a high level of evaluation. The apartment hotels with spacious balconies and kitchens also tended to get high evaluation. Second, these hotels also tend to share the following characteristics: (1) The kind owners who speak English tend to live in hotels or at nearby places to manage the hotels by themselves and to communicate frequently with their clients; (2) Diligent owners provide convenient and clean rooms and modern facilities by frequent repairing and continuous efforts to improve their hotels; (3) The hotels provide excellent meals and/or recommend non-expensive but excellent restaurants located nearby; and (4) The hotels provide extra services which were not noticed. Third, the higher the evaluation of a hotel, the better chance there is to get a higher number of good evaluations in important points such as the ones for an extremely kind and friendly owner, impressive extra services and beautiful modern rooms. Fourth, according to the hotel reviews, consumers tended to mention what they experienced or saw personally rather than the causes of their experiences which were identified by participant observation and interviews with hotel owners. Moreover, consumers who gave lower ratings tended to skip providing written reviews, which means that the results of the analysis of written reviews likely misrepresent consumers`` actual feelings(i,e., made them appear more positive). One of the important implications of this study is that it is not sufficient to use only the analysis of the online consumer reviews to understand the consumer’s behavior. For better results, we need to use other data collection methods such as the participant observation and interviews as well. The implications for hotel marketing are as follows: (1) For the development of the tourist industry, it is necessary to recommend and support the construction of small-sized apartment hotels with balconies and to change private houses to small-sized hotels; (2) It is necessary to recommend more hotels to use international online hotel reservation sites; and (3) Hotel owners need to benchmark foreign hotels with high evaluation by staying in these hotels themselves and through the analysis of online consumer reviews.

WHAT MOTIVATES EWOM IN HOTEL INDUSTRY? CAUSALEXPLANATIONS FROM FSQCA

Helena Martins Gonçalves,Graça Miranda Silva,Telma Gomes Martins 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Web 2.0 has changed the way users create, share and use online information (O'Connor, 2008). The testimony of anonymous and exempt consumers that emits reviews and ratings through online reviews is a form of Electronic Word of Mouth (eWOM). Positive online reviews can contribute to a significant increase in hotel reservations (Ye, Law, & Gu, 2009). Online reviews are amidst the most important factors that influence hotel reservations (Dickinger & Mazanec, 2008) However, only a small percentage of travelers contribute actively with new reviews and evaluations (Bronner & Hoog, 2011). Thus, it is very important to know what motivates consumers to make online hotel reviews, to get more online comments and, consequently, more hotel reservations. Cantallops and Salvi (2014) say that there is little research on eWOM and hotels. The objective of this study is to identify the different causal combinations (configurations) of motivations (personal, social benefit, social concern, and consumer empowerment (Bronner & Hoog, 2011)), and socio-demographic characteristics (gender and age) that lead to hotel online reviews. The study uses the fuzzy-set Qualitative Comparative Analysis (fsQCA) because it allows to identify the necessary and sufficient configurations to achieve the outcome (Fiss, 2011). This is an innovative approach in this domain, to the best of our knowledge, because the study focuses on the causal recipes of motivations and not on the net effects of independent motivations as past research do. The study obtained a convenience sample of 192 valid responses, from an online survey.The measures show adequate reliability. The results show that the social concern is a necessary condition and the consumer empowerment is an “almost always necessary” condition. The analysis of sufficient conditions show that three different combinations (explain 43.6% of the cases) of conditions exist that lead to eWOM: 1) being a female older than 35 years old combined with high social concern and high consumer empowerment; 2) being a female older than 35 years old combined with high social concern and high personal motivations; and, 3) being a male combined with the presence of high social concern, high personal motivations, and high consumer empowerment which represents the most significant representation of consumers that make online reviews. Managers should consider these recipes in communication and website design strategies. For example, for men, it is important to have jointly a simple communication channel so that they can easily share positive or negative experiences to help others (social concern); a travel website where they get some fun (personal motivation); and, to believe that their opinions are taken into account by the hotels, namely to improve service (consumer empowerment). In this way,hotels and travel services providers promoting these aspects will tend to have more and better online reviews, which will have a positive influence on hotel reservations. Future studies should consider different motivations for online reviews and eWOM.

Analysis of Online Reviews on Hotel Booking Intention: An Empirical Study in Indonesia

Hendro WIDJANARKO(Hendro WIDJANARKO ),Farhvisa Muzakka ABDILLAH(Farhvisa Muzakka ABDILLAH ),Dyah SUGANDINI(Dyah SUGANDINI ) 한국유통과학회 2023 The Journal of Asian Finance, Economics and Busine Vol.10 No.2

This study aims to determine the direct effect of positive online reviews, negative online reviews, the usefulness of online reviews, reviewers’ expertise, timeliness of online reviews, the volume of online reviews, and comprehensiveness of online reviews on accommodation booking intentions and also the indirect effect of positive online reviews on the intention of booking accommodations through trust as mediation. Research respondents are users of the accommodation booking application in Yogyakarta. Hypothesis testing was carried out using SEM (Partial Least Square). Data was collected by distributing questionnaires to 135 respondents. The results of this study indicate that the Usefulness of Online Reviews, Volume of Online Reviews, and Comprehensiveness of Online Reviews have a direct positive and significant influence on the accommodation booking Intention of booking application users in Yogyakarta. The variables of Negative Online Reviews and Timeliness of Online Reviews have negative and significant influences on the accommodation booking Intention of booking application users in Yogyakarta. Positive Online Reviews and Reviewer Expertise variables are not significant in this study. At the same time, the Trust variable has a full mediation relationship in an indirect relationship between the Positive Online Reviews variables and the accommodation booking Intention of booking application users in Yogyakarta.

TripAdvisor의 효과적인 호텔 온라인 평판 관리 전략

황수정,함주연,정남호 한국관광학회 2021 관광학연구 Vol.45 No.8

Recently, hotel companies have been struggling with low economic growth, population decline and the oversupply of hotel markets. In particular, hotels are expected to suffer from external threats such as COVID-19. In this situation, the role of online word of mouth is becoming more important due to the influence of the Internet. While the importance of online reviews is emphasized from the perspective of hotel managers, current online review studies in the hospitality industry have been conducted primarily from the user's perspective and not many studies address online reviews from the perspective of hotel managers. Therefore, this study seeks to explore factors affecting ranking on TripAdvisor, one of the online review platforms. To present implications for the effective online review management strategy of the hotel. we attempted to explore the perspectives of hotel managers rather than the perspective of hotel customers A total of 103 hotel data were collected and the fuzzy-set Qualitative Comparative Analysis (fsQCA) was applied to analyze the data, resulting in a total of 4 types of patterns. We discovered four strategies to increase the rankings of TripAdvisor. First, in the case of a large hotel whose location is far from the airport, it is necessary to focus on the positive reviews. Second, if the latest number of reviews was not large, the manager's response was the most important regardless of the size or location of the hotel. Third, when the location of the hotel was close to the airport, manager's response was the most important. Lastly, in the case of a large hotel, it was most important to focus on the number of latest reviews. Based on the above strategy, practical implications for hotels to increase TripAdvisor's rankings were drawn and future research directions were presented. 최근 호텔기업들은 낮은 경제 성장률, 인구 감소, 과잉 공급된 호텔 시장으로 인하여 어려움을 겪고 있다. 특히 COVID-19 등의 위협으로 인해 호텔은 수익에 큰 타격을 입을 것으로 예상된다. 이러한 상황에서 인터넷의 영향으로 인한 온라인 구전의 역할이 중요해지고 있다. 온라인 리뷰의 중요성이 실무자 관점에서 강조되고 있지만 현재 환대산업 분야에서의 온라인 리뷰 연구는 주로 사용자 관점에서만 이루어져 왔고 호텔 실무자의 관점에서 온라인 리뷰를 다루는 연구는 많지 않다. 이 연구는 호텔 고객 관점이 아닌 호텔 실무자 관점에서 온라인 리뷰 플랫폼 중 하나인 TripAdvisor에서 순위(Ranking)의 영향요인을 탐색하여 호텔의 효과적인 온라인 리뷰(평판)관리전략 수립을 위한 시사점을 제시하고자 한다. 총 103개의 호텔 데이터를 수집하여 퍼지셋 질적 비교분석(fuzzy-set Qualitative Comparative Analysis: fsQCA)을 적용하여 데이터를 분석한 결과, 총 4가지 유형의 패턴이 도출되었다. 4가지 TripAdvisor의 순위를 높이는 전략을 발견하였다. 첫째, 호텔의 위치가 공항으로 부터 멀리 떨어진 큰 호텔의 경우에는 긍정적인 리뷰를 중점적으로 관리해야 한다. 둘째, 최신 리뷰의 갯수가 많지 않으면 호텔의 규모나 위치에 상관없이 관리자의 답변이 가장 중요하였다. 세째, 호텔의 위치가 공항에서 가까운 경우는 관리자의 답변이 가장 중요하였다. 끝으로 호텔의 규모가 큰 경우에는 최신 리뷰의 갯수를 중점적으로 관리하는 것이 가장 중요하였다. 이상의 전략을 바탕으로 호텔들이 TripAdvisor의 순위를 높이기 위한 실무적 시사점을 도출하고 향후 연구방향을 제시하였다.

호텔 온라인 리뷰 빅데이터를 활용한 감성분석에 관한 연구

임영희,김홍범 한국호텔외식관광경영학회 2019 호텔경영학연구 Vol.28 No.7

Online reviews that foreigners had written themselves about domestic hotels contains their needs and emotions. The purpose of this study is to extract and analyze terms that show satisfaction and dissatisfaction strongly based on sentiment analysis of foreigners’ online reviews. For this study, web crawler developed by Python collected review data based on five hotels from each category of business hotels, resort hotels, and airport hotels from TripAdvisor for a month in December 2018. This study was analyzed by frequency analysis, elastic net regression analysis, and linear regression analysis using R program. There is a difference between this study and other regular studies; this study was used and applied significant data due to the fact that collecting data regarding foreigners’ opinions after using domestic hotels is difficult. Based on analysis with collected data, firstly, sentiment dictionary was constructed significantly as the accurate rate of elastic net regression analysis is 97%. Secondly, emotion polarity value of online reviews has a positive impact on customers’ rate. Thirdly, effective words were extracted for different hotel types of customers through frequency analysis. Furthermore, sentiment analysis was carried out to extract the words contained in the satisfaction and dissatisfaction sentences to understand the quality attribute of hotels. As a result of this study, the emotion polarity value which is analyzed numerically using foreigners’ online review has a deep relationship with overall rate. Therefore, online reviews provide important information for the companies, and this statistical analysis method using sentiment analysis is another approach to the engineering method. 국내 호텔을 방문한 외래관광객들이 자발적으로 기록한 온라인 리뷰에는 그들의 니즈와 감정이 나타나있다. 본 연구는 이러한 외래관광객의 온라인 리뷰를 활용하여 감성분석을 통해 만족과 불만족으로강하게 나타난 단어들을 추출하고 분석하는 것이 목적이다. 본 연구 조사를 위해 Python으로 개발한 웹크롤러로 트립어드바이저 리뷰 자료를 비즈니스호텔, 리조트 호텔, 공항호텔 각 5개씩, 2018년 12월 한달간 수집하였다. R을 이용하여 빈도분석, 엘라스틱넷 회귀분석, 선형회귀분석을 하였다. 국내호텔에대한 외래관광객들의 의견을 수집하는데는 어려움이 따르기 때문에 빅데이터를 수집하여 활용했다는점에서 본 연구는 기존의 연구와 다르다. 수집한 데이터 분석 결과, 첫째, 엘라스틱넷 회귀분석 결과의정확도는 97%로 나타나, 호텔에 대한 감성사전이 유의하게 구축되었다. 둘째, 온라인 리뷰의 감성 극성값은 고객 평점에 긍정적인 영향을 미치는 것을 확인하였다. 셋째, 빈도분석을 통하여 호텔유형별 고객들에게 중요한 단어들을 추출하였다. 그리고 감성분석을 실행하여 만족과 불만족 문장에 포함된 단어들을 추출하여 호텔품질속성을 새롭게 파악할 수 있었다. 본 연구 결과를 통하여, 외래 관광객들이 남긴온라인 리뷰를 수치화하여 통계 분석한 감성 극성값은 전체 평점과 관계가 있음을 보여주었다. 따라서온라인 리뷰는 기업에서 필요한 정보이며 감성분석을 활용한 통계분석 방법은 또 다른 공학적 접근 방법이 될 것이다.

The Effect of Online Distribution Channel’s Review on Purchasing Behavior Change

이병철 한국유통과학회 2018 유통과학연구 Vol.16 No.4

Purpose – The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the change of consumers’ attitudes and booking intention by distinguishing three types of online review valence: positive, negative and neutral review valence, and b) to investigate the combined effect of the inclination of online review and perceived usefulness of reviews on consumers’ attitude change. Research design, data, and methodology – An experimental design was used by creating a mimicked hotel company’s website and online reviews extracted from several online distribution channels such as online travel agencies (OTAs). A total of 414 respondents were randomly assigned to a type of review valence. Results – The results showed that the valence of positive reviews has a significant effect on the positive change of attitude and booking intention. However, the effect of the valence of negative reviews on the change of booking intention was not statistically significant compared to that of the valence of neutral reviews. Conclusions - The results offer some insights into the effect of online reviews on consumers’ decision making processes and have important managerial implications for companies that operate online distribution channels in terms of their online marketing and the distribution of service products.

The Effect of Online Distribution Channel’s Review on Purchasing Behavior Change

Byeong-Cheol Lee 한국유통과학회 2018 유통과학연구 Vol.16 No.4

Purpose – The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the change of consumers’ attitudes and booking intention by distinguishing three types of online review valence: positive, negative and neutral review valence, and b) to investigate the combined effect of the inclination of online review and perceived usefulness of reviews on consumers’ attitude change. Research design, data, and methodology – An experimental design was used by creating a mimicked hotel company’s website and online reviews extracted from several online distribution channels such as online travel agencies (OTAs). A total of 414 respondents were randomly assigned to a type of review valence. Results – The results showed that the valence of positive reviews has a significant effect on the positive change of attitude and booking intention. However, the effect of the valence of negative reviews on the change of booking intention was not statistically significant compared to that of the valence of neutral reviews. Conclusions - The results offer some insights into the effect of online reviews on consumers’ decision making processes and have important managerial implications for companies that operate online distribution channels in terms of their online marketing and the distribution of service products.

한국 호텔 관광상품에 대한 온라인 호텔리뷰 신뢰에 영향을 미치는 중국 소비자 특성에 관한 연구

박상희(Park, Sanghee) 대한관광경영학회 2018 觀光硏究 Vol.33 No.4

본 연구는 한국의 호텔 관광상품을 구매한 경험이 있는 중국인 소비자들을 대상으로 한국 호텔 관광상품에 대한 온라인 호텔리뷰 신뢰에 영향을 미치는 소비자 특성을 파악하기 위한 것이다. 문헌조사를 통하여 한국 호텔 관광상품에 대한 온라인 호텔리뷰 신뢰에 영향을 미치는 소비자 혁신도, 온라인 리뷰 의존도, 인터넷 사용정도에 대한 선행연구를 바탕으로 측정 변수들에 대한 개념 및 연구모형을 제시하고 이를 검증하기 위해 실증조사를 실시하였다. 조사는 2016년 10월 5일부터 2016년 10월 25일까지 20일 동안 수행되었으며, 자기기입법을 통하여 총 230부의 설문지를 배포하였으며, 회수된 설문지 212부 가운데 응답이 불성실 하거나 조사내용의 일부가 누락된 12부를 제외한 200부를 최종분석에 이용하였다. 수집된 자료의 분석은 SPSS 22.0 통계패키지를 이용하여 표본의 인구통계학적 특성을 파악하기 위해 빈도분석(frequency analysis)을 실시하였고, 측정변수의 타당성 및 신뢰성을 확보하기 위하여 탐색적 요인분석(factor analysis)과 신뢰도 분석(reliability analysis)을 실시하였다. 변수들 간의 관련성 정도를 파악하기 위해 상관관계분석을 실시하였으며, 가설의 검증을 위해 단순회귀분석을 실시하여 그 영향관계를 확인하였다. 본 연구에서 설정한 연구가설의 실증분석 결과는 다음과 같이 요약할 수 있다. 첫째, 중국 소비자의 소비자 혁신성은 온라인 호텔리뷰 신뢰에 유의한 영향을 미치는 것으로 나타났다. 둘째, 중국 소비자의 온라인 리뷰 의존도는 온라인 호텔리뷰 신뢰에 유의한 영향을 미치는 것으로 나타났다. 셋째, 중국 소비자의 인터넷 사용정도는 온라인 호텔리뷰 신뢰에 유의한 영향을 미치는 것으로 나타났다. This research finds out about the consumer innovativeness, dependency on online reviews and usage of internet of Chinese people who have experienced purchasing hotel products and studied the influencing relationship between such consumer innovativeness, dependency on online reviews and usage of internet and the trust. The survey was conducted for 20 days from October 5, 2016 to October 25, 2016 and through self-administration method, a total of 230 sheets of questionnaires were distributed. Of the 212 sheets of questionnaires collected, except for the 12 sheets for which responses lacked sincerity or were missing some contents of the survey, 200 sheets were used for final analysis. For the analysis of collected data, the frequency analysis was conducted to comprehend the demographic characteristics using the SPSS 22.0 statistics package and the factor analysis and reliability analysis were conducted to secure validity and reliability of the measured variables. To find out about the relevance among variables, correlation analysis was conducted and to verify the hypothesis, the influencing relation was confirmed by conducting simple regression analysis. The result of practical survey for the research hypothesis selected in this research can be summarized as follows. Firstly, consumer innovativeness is shown to have a significant effect on trust of hotel reviews. Secondly, dependency on hotel reviews is shown to have a significant effect on the trust of hotel reviews. Thirdly, internet usage is shown to have a significant effect on the trust of hotel reviews.

Which is More Important in Useful Online Review? Heuristic-Systematic Model Perspective

정희정,이현애,정남호,구철모 한국지식경영학회 2018 지식경영연구 Vol.19 No.4

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic a nd systematic c ues composing an online review i nfluencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

유용한 온라인 리뷰에서 어느 것이 더 중요한가? 휴리스틱-체계적 모델 관점

정희정 ( Hee Chung Chung ),이현애 ( Hyunae Lee ),정남호 ( Namho Chung ),구철모 ( Chulmo Koo ) 한국지식경영학회 2018 지식경영연구 Vol.19 No.4

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic and systematic cues composing an online review influencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.