Information adoption is the basis for tourists’ decision making. With the rapid development of tourism e-commerce, online reviews—especially negative ones—have become the main way for tourists to obtain information. Applying attribution theory and a situational experiment, we included online review features and external attribution as antecedents and employed consumer brand relationship characteristics as moderating variables. Our aim is to determine how negative reviews affect hotel consumers’ information adoption behavior. We found that the vividness and consistency of negative online reviews had positive impacts on consumers’ external attribution behavior; external attribution had a positive impact on perceived source credibility and perceived information credibility; source credibility and information credibility had positive impacts on perceived usefulness; perceived usefulness had a positive impact on consumers’ information adoption behavior; and brand trust and brand commitment had no significant moderating effects on the effect of negative online reviews. Using these outcomes, we make suggestions for managers about conducting hotel marketing by means of online reviews.

信息采纳是游客决策的基础。随着旅游电子商务的快速发展，在线评论尤其是负面评论已成为游客获取信息的主要方式。应用归因理论和情景实验，我们将在线评论特征和外部归因作为前因，并将消费者品牌关系特征作为调节变量。我们的目标是确定负面评论如何影响酒店消费者的信息采用行为。我们发现，负面在线评论的生动性和一致性对消费者的外部归因行为有积极影响；外部归因对感知来源可信度和感知信息可信度有正向影响；来源可信度和信息可信度对感知有用性有积极影响；感知有用性对消费者的信息采纳行为有正向影响；品牌信任和品牌承诺对负面在线评论的影响没有显着的调节作用。利用这些结果，我们为管理者提供有关通过在线评论进行酒店营销的建议。