Electronic word-of-mouth has greatly influenced customers’ post-purchase decision. Especially, the long internal between booking and checking-in hotels makes it possible to change decisions. Therefore, hotel managers maybe publish fake reviews to stabilize electronic word-of-mouth. Based on attribution theory, this study attributes electronic word-of-mouth dispersion to comments of consumers and fake reviewers. Employing the context experimental method, results show the following: (1) electronic word-of-mouth dispersion negatively affects the order decision; (2) attribution selection could mediate the effect of electronic word-of-mouth dispersion on order decision; (3) independent self-construal weakens the negative effect of electronic word-of-mouth dispersion on order decision; (4) the endowment effect is based on consumers’ risk of losing a product and high endowment reduce the tendency of electronic word-of-mouth dispersion because of fake reviews. Findings not only contribute to electronic word-of-mouth dispersion studies in the field of consumer behavior but also provide guidance for hotel order management.

电子口碑极大地影响了客户的购买后决策。特别是，预订和入住酒店之间的漫长内部使得改变决定成为可能。因此，酒店经理可能会发布虚假评论以稳定电子口碑。基于归因理论，本研究将电子口碑传播归因于消费者和虚假评论者的评论。采用上下文实验方法，结果表明：（1）电子口碑传播对订单决策产生负面影响；(2) 归因选择可以调节电子口碑传播对订单决策的影响；（3）独立的自我解释削弱了电子口碑分散对订单决策的负面影响；(4)禀赋效应是基于消费者丢失产品的风险，高禀赋降低了由于虚假评论而导致的电子口碑分散趋势。研究结果不仅有助于消费者行为领域的电子口碑传播研究，还为酒店订单管理提供指导。