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Which reviewers are honest and caring? The effect of constructive and prosocial information on the perceived credibility of online reviews
International Journal of Hospitality Management ( IF 11.7 ) Pub Date : 2021-08-25 , DOI: 10.1016/j.ijhm.2021.102990
Liping Yan 1 , Changhua Hua 1
Affiliation  

Consumers often infer review credibility based on the content of online reviews. This study explores the influences of three positive review types on consumers’ perceptions of posters’ honesty and caring and subsequently review credibility. An experiment was conducted and the participants included 931 online travel community users. The results found that compared with positive reviews that contain only complimentary information, reviews that also contain constructive or prosocial information improve subjects’ perception of posters’ honesty and caring, respectively, and that this influence is particularly significant for participants with low propensity to trust. Second, compared with hotels with high reputation, consumers have significantly reduced perceptions of reviewers’ honesty if the reviewers provide only complimentary information in positive reviews for hotels with low brand reputation rather than both complimentary and constructive information. Finally, the higher the subjects’ perception of the reviewers’ honesty and caring is, the higher the consumers’ perception of review credibility.



中文翻译:

哪些审稿人是诚实和有爱心的?建设性和亲社会信息对在线评论感知可信度的影响

消费者通常根据在线评论的内容推断评论可信度。本研究探讨了三种正面评论类型对消费者对海报诚实和关怀的感知以及随后的评论可信度的影响。进行了一项实验,参与者包括 931 名在线旅游社区用户。结果发现,与仅包含补充信息的正面评论相比,同时包含建设性或亲社会信息的评论分别提高了受试者对海报诚实和关怀的感知,并且这种影响对于信任倾向较低的参与者尤为显着。二、与知名度高的酒店相比,如果评论者仅在对品牌声誉低的酒店的正面评论中提供补充信息,而不是同时提供补充和建设性信息,则消费者对评论者诚实的看法会显着降低。最后,主体对评论者诚实和关怀的感知越高,消费者对评论可信度的感知就越高。

更新日期:2021-08-26
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