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.

该研究旨在检查正面评论否定（即酒店消费者的入住后评价与之前消费者的平均评论评分之间的正偏差）如何影响后续消费者发布在线评论的意愿和他们自己的评论评分。本研究采用实验研究方法，揭示正面评论否定增加了酒店客人发表在线评论的意愿，并通过关心他人的机制提高了他们的在线评论评分，表现出一种利他行为。此外，相对而言，当先前评论评分的方差较小时，正面评论否定效应更强。本研究增强了在线评论的社会影响力文献，以及消费者发布在线评论的利他动机。