Purpose – The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the change of consumers’ attitudes and booking intention by distinguishing three types of online review valence...
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https://www.riss.kr/link?id=A107550782
2018
-
320
SCOPUS,KCI등재
학술저널
1-14(14쪽)
0
상세조회0
다운로드다국어 초록 (Multilingual Abstract)
Purpose – The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the change of consumers’ attitudes and booking intention by distinguishing three types of online review valence...
Purpose – The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the change of consumers’ attitudes and booking intention by distinguishing three types of online review valence: positive, negative and neutral review valence, and b) to investigate the combined effect of the inclination of online review and perceived usefulness of reviews on consumers’ attitude change. Research design, data, and methodology – An experimental design was used by creating a mimicked hotel company’s website and online reviews extracted from several online distribution channels such as online travel agencies (OTAs). A total of 414 respondents were randomly assigned to a type of review valence. Results – The results showed that the valence of positive reviews has a significant effect on the positive change of attitude and booking intention. However, the effect of the valence of negative reviews on the change of booking intention was not statistically significant compared to that of the valence of neutral reviews. Conclusions - The results offer some insights into the effect of online reviews on consumers’ decision making processes and have important managerial implications for companies that operate online distribution channels in terms of their online marketing and the distribution of service products.
목차 (Table of Contents)
소매 브랜드 관리를 위한 기부 및 소비자 태도에 관한 연구
소매 브랜드 관리를 위한 기부 및 소비자 태도에 관한 연구
판매원 브랜드 동일시가 개념적 유창성, 서비스 만족도, 브랜드 평가에 미치는 영향
A Study on the Distribution of Information and High Technology Clusters : Kazakhstan’s Experience