There is a renewed interest in the study of online word-of-mouth behavior due to the increasing use of the Internet and the development of social networks. This paper focuses on the receiver perspective to analyze the unequal influence of the antecedents of online consumer searches. The main purpose is to detect the heterogeneity of the effect of different motivations (convenience, risks reduction and social reassurance) and the volume of comments on the willingness to check online reviews. Based on 393 guests of hotels, a mixture regression model indicates the existence of three internally consistent segments, which reveal the varying influence on consumer intentions to look at online comments.

由于互联网的日益普及和社交网络的发展，人们对在线口碑行为的研究有了新的兴趣。本文着重从接收者的角度来分析在线消费者搜索的前因的不平等影响。主要目的是检测不同动机（便利，降低风险和社会放心）效果的异质性，以及是否有意愿查看在线评论的评论数量。基于393位酒店客人，混合回归模型表明存在三个内部一致的细分市场，这些细分市场揭示了对消费者在线观看评论意图的不同影响。