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Which is More Important in Useful Online Review? Heuristic-Systematic Model Perspective

유용한 온라인 리뷰에서 어느 것이 더 중요한가? 휴리스틱-체계적 모델 관점

  • 정희정 (경희대학교 대학원 호텔경영학과) ;
  • 이현애 (경희대학교 대학원 호텔경영학과) ;
  • 정남호 (경희대학교 호텔경영학과) ;
  • 구철모 (경희대학교 컨벤션경영학과)
  • Received : 2018.07.12
  • Accepted : 2018.08.31
  • Published : 2018.12.31

Abstract

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic and systematic cues composing an online review influencing consumers' perception of hotel online reviews. More specifically, this study identified reviewers' identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

Acknowledgement

Supported by : National Research Foundation of Korea

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