Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Differential Impacts of Temporary Aberration on Online Review Consumption and Generation

온라인 리뷰 소비 및 생성에 대한 일시적 이상 현상의 차등 효과

  • Junyeong Lee (School of Industrial Management, Korea University of Technology and Education (KoreaTech)) ;
  • Hyungjin Lukas Kim (Department of Future and Convergence Business Administration, Myongji University)
  • 이준영 (한국기술교육대학교 산업경영학부) ;
  • 김형진 (명지대학교 미래융합경영학과)
  • Received : 2021.04.27
  • Accepted : 2021.06.22
  • Published : 2021.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Many online travel agencies (OTAs) provide average ratings and time-relevant information or the most recently posted reviews regarding hotels to satisfy customers. To identify these two factors' relative influence on behavioral decision-making processes, we conducted two studies: (1) an experimental research design to explore the relative influence of the two on online review consumption and (2) an empirical approach to examine their relative impact on online review generation. The results show that when review posters observe an inconsistency between average ratings and recent reviews, they tend to deviate from the recent reviews regardless of the overall direction (reactance behavior). Meanwhile, review consumers tend to conform to the opinions presented in recent reviews (herding behavior). Additionally, in both cases, the effects are amplified in case of a negative aberration. Based on the findings, this study provides theoretical and practical implications regarding the relative influences of average rating and recently posted reviews and their different impacts on online review consumption and generation.

많은 온라인 여행 대행사(OTA; online travel agencies)들은 고객 만족을 위해 호텔에 대하여 평균 평점과 함께 가장 최근에 게시된 리뷰 정보를 제공하고 있다. 이 두 가지 정보(평균 평점 및 최근 게시된 리뷰)가 행동 의사 결정 과정에 미치는 상대적 영향을 확인하기 위해, 본 논문에서는 두 가지 연구를 수행하였다. 첫째로, 실험 연구 설계를 사용하여 온라인 리뷰 소비에서 두 가지 정보의 상대적 영향을 조사하였고, 둘째로, 온라인 리뷰 생성에 대한 상대적 영향을 경험적 접근방식을 통해 확인하였다. 분석 결과, 리뷰 생성의 경우, 사람들은 평균 평점과 최근 리뷰의 불일치를 관찰할 때(일시적 이상현상이 있을 때), 방향에 관계없이 최근 리뷰에서 벗어나려는 경향(반응 행동)을 보였다. 한편, 리뷰소비자는 일시적 이상 현상에서 최근 게시된 리뷰의 의견에 순응하려는 경향(군집 행동)을 보였다. 그리고 두 경우 모두, 최근 게시된 리뷰가 부정적일 때 그 효과가 커짐을 확인하였다. 이 결과를 바탕으로, 본 연구는 평균 평점과 최근 게시된 리뷰라는 두 가지 정보 사이의 상대적 영향과 이들이 온라인 리뷰 소비와 생성에 미치는 다른 영향에 대한 이론적 및 실제적 시사점을 제공하였다.

Keywords

Acknowledgement

이 논문은 2021년도 한국기술교육대학교 교수 교육연구진흥과제 지원에 의하여 연구되었음.

References

  1. BabicRosario, A., F. Sotgiu, K. De Valck, and T. H. Bijmolt, "The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors", Journal of Marketing Research, Vol.53, No.3, 2016, pp. 297-318. https://doi.org/10.1509/jmr.14.0380
  2. Baek, H., J. Ahn, and Y. Choi, "Helpfulness of online consumer reviews: Readers' objectives and review cues", International Journal of Electronic Commerce, Vol.17, No.2, 2012, pp. 99-126.
  3. Bandura, A., Social Learning Theory, Englewood Cliffs, NJ: Prantice Hall, 1977.
  4. Banerjee, A. V., "A simple model of herd behavior", Quarterly Journal of Economics, Vol.107, No.3, 1992, pp. 797-817. https://doi.org/10.2307/2118364
  5. Basuroy, S., S. Chatterjee, and S. A. Ravid, "How critical are critical reviews? The box office effects of film critics, star power, and budgets", Journal of Marketing, Vol.67, No.4, 2003, pp. 103-117. https://doi.org/10.1509/jmkg.67.4.103.18692
  6. Berger, J. and C. Heath, " Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes", Journal of Personality and Social Psychology, Vol.95, No.3, 2008, pp. 593-607. https://doi.org/10.1037/0022-3514.95.3.593
  7. Bertrand, M., E. Duflo, and S. Mullainathan, "How much should we trust differences-in-differences estimates?", Quarterly Journal of Economics, Vol.119, No.1, 2004, pp. 249-275. https://doi.org/10.1162/003355304772839588
  8. Bikhchandani, S., D. Hirshleifer, and I. Welch, "A theory of fads, fashion, custom, and cultural change as informational cascades", Journal of Political Economy, Vol.100, No.5, 1992, pp. 992-1026. https://doi.org/10.1086/261849
  9. Brehm, S. S. and J. W. Brehm, Psychological Reactance: A Theory of Freedom and Control, New York: Academic Press, 2013.
  10. BrightLocal, Local consumer review survey, 2017.
  11. Bronner, F. and R. De Hoog, "Vacationers and ewom: Who posts, and why, where, and what?", Journal of Travel Research, Vol.50, No.1, 2011, pp. 15-26. https://doi.org/10.1177/0047287509355324
  12. Brynjolfsson, E. and M. D. Smith, "Frictionless commerce? A comparison of internet and conventional retailers", Management Science, Vol.46, No.4, 2000, pp. 563-585. https://doi.org/10.1287/mnsc.46.4.563.12061
  13. Chang, Y.-W., P.-Y. Hsu, and Q.-M. Yang, "Integration of online and offline channels: A view of O2O commerce", Internet Research, Vol.28, No.4, 2018, pp. 926-945. https://doi.org/10.1108/IntR-01-2017-0023
  14. Chatterjee, P., "Online reviews: Do consumers use them?", In: M. C. Gilly and J. Myers-Levy (Eds.), Advance in Consumer Research. Association for Consumer Research, Provo, UT, 2001, pp. 129-134.
  15. Chen, P.-Y., S. Dhanasobhon, and M. D. Smith, All reviews are not created equal: The disaggregate impact of reviews and reviewers at amazon.Com Under review process, 2008.
  16. Chen, Y., Q. Wang, and J. Xie, "Online social interactions: A natural experiment on word of mouth versus observational learning", Journal of Marketing Research, Vol.48, No.2, 2011, pp. 238-254. https://doi.org/10.1509/jmkr.48.2.238
  17. Cheung, C. M., M. K. Lee, and N. Rabjohn, "The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities", Internet Research, Vol.18, No.3, 2008, pp. 229-247. https://doi.org/10.1108/10662240810883290
  18. Chevalier, J. A. and D. Mayzlin, "The effect of word of mouth on sales: Online book reviews", Journal of Marketing Research, Vol.43, No.3, 2006, pp. 345-354. https://doi.org/10.1509/jmkr.43.3.345
  19. Choi, J. and D. W. Myer, "The effect of product positioning in a comparison table on consumers' evaluation of a sponsor", Marketing Letters, Vol.23, No.1, 2012, pp. 367-380. https://doi.org/10.1007/s11002-012-9162-9
  20. Clemons, E. K. and G. G. Gao, "Consumer informedness and diverse consumer purchasing behaviors: Traditional mass-market, trading down, and trading out into the long tail", Electronic Commerce Research and Applications, Vol.7, No.1, 2008, pp. 3-17. https://doi.org/10.1016/j.elerap.2007.10.001
  21. Clemons, E. K., G. G. Gao, and L. M. Hitt, "When online reviews meet hyperdifferentiation: A study of the craft beer industry", Journal of Management Information Systems, Vol.23, No.2, 2006, pp. 149-171.
  22. Clogg, C. C., E. Petkova, and A. Haritou, "Statistical methods for comparing regression coefficients between models", American Journal of Sociology, Vol.100, No.5, 1995, pp. 1261-1293. https://doi.org/10.1086/230638
  23. de Bruin, W. B. and G. Keren, "Order effects in sequentially judged options due to the direction of comparison", Organizational Behavior and Human Decision Processes, Vol.92, No.1-2, 2003, pp. 91-101. https://doi.org/10.1016/S0749-5978(03)00080-3
  24. DeSarbo, W. S., J. Kim, S. C. Choi, and M. Spaulding, "A gravity-based multidimensional scaling model for deriving spatial structures underlying consumer preference/choice judgments", Journal of Consumer Research, Vol.29, No.1, 2002, pp. 91-100.  https://doi.org/10.1086/339923
  25. Diamantopoulos, A., "The error term in formative measurement models: Interpretation and modeling implications", Journal of Modelling in Management, Vol.1, No.1, 2006, pp. 7-17.
  26. Dijkmans, C., P. Kerkhof, and C. J. Beukeboom, "A stage to engage: Social media use and corporate reputation", Tourism Management, Vol.47, 2015, pp. 58-67. https://doi.org/10.1016/j.tourman.2014.09.005
  27. Duan, W., B. Gu, and A. B. Whinston, "Do online reviews matter? An empirical investigation of panel data", Decision Support Systems, Vol.45, No.4, 2008, pp. 1007-1016. https://doi.org/10.1016/j.dss.2008.04.001
  28. Filieri, R. and F. McLeay, "E-wom and accommodation: An analysis of the factors that influence travelers' adoption of information from online reviews", Journal of Travel Research, Vol.53, No.1, 2014, pp. 44-57. https://doi.org/10.1177/0047287513481274
  29. Fu, D., Y. Hong, K. Wang, and W. Fan, "Effects of membership tier on user content generation behaviors: Evidence from online reviews", Electronic Commerce Research, 2017, pp. 1-27.
  30. Furth-Matzkin, M. and C. R. Sunstein, "Social influences on policy preferences: Conformity and reactance", Minnesota Law Review, Vol.102, 2017, pp. 1339-1379.
  31. Gavilan, D., M. Avello, and G. Martinez-Navarro, "The influence of online ratings and reviews on hotel booking consideration", Tourism Management, Vol.66, 2018, pp. 53-61. https://doi.org/10.1016/j.tourman.2017.10.018
  32. Godes, D. and J. C. Silva, "Sequential and temporal dynamics of online opinion", Marketing Science, Vol.31, No.3, 2012, pp. 448-473.
  33. Gu, B. and Q. Ye, "First step in social media: Measuring the influence of online management responses on customer satisfaction", Production and Operations Management, Vol.23, No.4, 2014, pp. 570-582. https://doi.org/10.1111/poms.12043
  34. Guilding, C., "Competitor-focused accounting: An exploratory note", Accounting, Organizations and Society, Vol.24, No.7, 1999, pp. 583-595. https://doi.org/10.1016/S0361-3682(99)00007-0
  35. Hong, Y., N. Huang, G. Burtch, and C. Li, "Culture, conformity, and emotional suppression in online reviews", Journal of the Association of Information Systems, Vol.17, No.11, 2016, pp. 737-758. https://doi.org/10.17705/1jais.00443
  36. Houston, D. A., S. J. Sherman, and S. M. Baker, "The influence of unique features and direction of comparison of preferences", Journal of Experimental Social Psychology, Vol.25, No.2, 1989, pp. 121-141. https://doi.org/10.1016/0022-1031(89)90008-5
  37. Hu, Y. and X. Li, "Context-dependent product evaluations: An empirical analysis of internet book reviews", Journal of Interactive Marketing, Vol.25, No.3, 2011, pp. 123-133. https://doi.org/10.1016/j.intmar.2010.10.001
  38. Ito, T. A., J. T. Larsen, N. K. Smith, and J. T. Cacioppo, "Negative information weighs more heavily on the brain: The negativity bias in evaluative categorizations", Journal of Personality and Social Psychology, Vol.75, No.4, 1998, pp. 887-900. https://doi.org/10.1037/0022-3514.75.4.887
  39. Jindal, N. and B. Liu, "Opinion spam and analysis", Proceedings of the WSDM 08' Proceedings of the 2008 International Conference on Web Search and Data Mining, Palo Alto, California, USA, 2008, pp. 219-230.
  40. Jones, E. E. and K. E. Davis, "From acts to dispositions the attribution process in person perception", In: L. Berkowitz (Ed.), Advances in Experimental Social Psychology, Elsevier, Amsterdam, 1966, pp. 219-266.
  41. Kanouse, D. E., "Explaining negativity biases in evaluation and choice behavior: Theory and research", In: T. C. Kinnear (Ed.), Advances in consumer research. Association for Consumer Research, Provo, UT, 1984, pp. 703-708.
  42. Kanouse, D. E. and Jr, L. R. Hanson, "Negativity in evaluations", In: E. E. Jones (Ed.), Attribution: Perceiving the Causes of Behavior, General Learning Press, Morristown, NJ, 1972, pp. 1-26.
  43. Kaplan, A. M. and M. Haenlein, "Users of the world, unite! The challenges and opportunities of social media", Business Horizons, Vol.53, No.1, 2010, pp. 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  44. King, R. A., P. Racherla, and V. D. Bush, "What we know and don't know about online word-of-mouth: A review and synthesis of the literature", Journal of Interactive Marketing, Vol.28, No.3, 2014, pp. 167-183. https://doi.org/10.1016/j.intmar.2014.02.001
  45. Lamest, M. and M. Brady, "Data-focused managerial challenges within the hotel sector", Tourism Review, Vol.74, No.1, 2019, pp. 104-115.
  46. Lee, Y. J., K. Hosanagar, and Y. Tan, "Do i follow my friends or the crowd? Information cascades in online movie ratings", Management Science, Vol.61, No.9, 2015, pp. 2241-2258.
  47. Li, X. and L. M. Hitt, "Self-selection and information role of online product reviews", Information Systems Research, Vol.19, No.4, 2008, pp. 456-474. https://doi.org/10.1287/isre.1070.0154
  48. Lis, B. and M. Fischer, "Analyzing different types of negative online consumer reviews", Journal of Product and Brand Management, Vol.29, No.5, 2020, pp. 637-653. https://doi.org/10.1108/JPBM-05-2018-1876
  49. Liu, Y., X. Huang, A. An, and X. Yu, "Modeling and predicting the helpfulness of online reviews", Proceedings of the ICDM'08. Proceeding of Eighth IEEE International Conference on Data mining, Pisa, Italy, 2008, 443-452.
  50. Luca, M., Reviews, reputation, and revenue: The case of yelp.Com. Under review process, 2016.
  51. Ma, X., L. Khansa, Y. Deng, and S. S. Kim, "Impact of prior reviews on the subsequent review process in reputation systems", Journal of Management Information Systems, Vol.30, No.3, 2013, pp. 279-310.
  52. Mantel, S. P. and F. R. Kardes, "The role of direction of comparison, attribute-based processing, and attitude-based processing in consumer preference", Journal of Consumer Research, Vol.25, No.4, 1999, pp. 335-352. https://doi.org/10.1086/209543
  53. Marsh, C., "Back on the bandwagon: The effect of opinion polls on public opinion", British Journal of Political Science, Vol.15, No.1, 1985, pp. 51-74.
  54. Martin-Fuentes, E., J. P. Mellinas, and E. Parra-Lopez, "Online travel review rating scales and effects on hotel scoring and competitiveness", Tourism Review, Vol.76, No.3, 2020, pp. 654-668. https://doi.org/10.1108/TR-01-2019-0024
  55. McAllister, I. and D. T. Studlar, "Bandwagon, underdog, or projection? Opinion polls and electoral choice in britain, 1979-1987", Journal of Politics, Vol.53, No.3, 1991, pp. 720-741. https://doi.org/10.2307/2131577
  56. Mellinas, J. P. and E. Martin-Fuentes, "Effects of Booking.com's new scoring system", Tourism Management, Vol.85, 2021, pp. 1-5.
  57. Mizerski, R. W., "An attribution explanation of the disproportionate influence of unfavorable information", Journal of Consumer Research, Vol.9, No.3, 1982, pp. 301-310. https://doi.org/10.1086/208925
  58. Moe, W. W. and D. A. Schweidel, "Online product opinions: Incidence, evaluation, and evolution", Marketing Science, Vol.31, No.3, 2012, pp. 372-386. https://doi.org/10.1287/mksc.1110.0662
  59. Moe, W. W. and M. Trusov, "The value of social dynamics in online product ratings forums", Journal of Marketing Research, Vol.48, No.3, 2011, pp. 444-456. https://doi.org/10.1509/jmkr.48.3.444
  60. Muchnik, L., S. Aral, and S. J. Taylor, "Social influence bias: A randomized experiment", Science, Vol.341, No.6146, 2013, pp. 647-651. https://doi.org/10.1126/science.1240466
  61. Mudambi, S. M. and D. Schuff, "What makes a helpful online review? A study of customer reviews on amazon", Com. MIS Quarterly, Vol.34, No.1, 2010, pp. 185-200. https://doi.org/10.2307/20721420
  62. O'Reilly III, C. A., "Individuals and information overload in organizations: Is more necessarily better?", Academy of Management Journal, Vol.23, No.4, 1980, pp. 684-696. https://doi.org/10.2307/255556
  63. Park, C. and T. M. Lee, "Information direction, website reputation and ewom effect: A moderating role of product type", Journal of Business Research, Vol.62, No.1, 2009, pp. 61-67. https://doi.org/10.1016/j.jbusres.2007.11.017
  64. Payne, J. W., J. R. Bettman, and E. J. Johnson, "Behavioral decision research: A constructive processing perspective", Annual Review of Psychology, Vol.43, No.1, 1992, pp. 87-131. https://doi.org/10.1146/annurev.ps.43.020192.000511
  65. Peng, C.-Y. J., K. L. Lee, and G. M. Ingersoll, "An introduction to logistic regression analysis and reporting", The Journal of Educational Research, Vol.96, No.1, 2002, pp. 3-14.
  66. Pennebaker, J. W. and D. Y. Sanders, "American graffiti: Effects of authority and reactance arousal", Personality and Social Psychology Bulletin, Vol.2, No.3, 1976, pp. 264-267. https://doi.org/10.1177/014616727600200312
  67. Proserpio, D. and G. Zervas, "Online reputation management: Estimating the impact of management responses on consumer reviews", Marketing Science, Vol.36, No.5, 2017, pp. 645-665.
  68. Rozin, P. and E. B. Royzman, "Negativity bias, negativity dominance, and contagion", Personality and Social Psychology Review, Vol.5, No.4, 2001, pp. 296-320. https://doi.org/10.1207/S15327957PSPR0504_2
  69. Sanbonmatsu, D. M., F. R. Kardes, and B. D. Gibson, "The role of attribute knowledge and overall evaluations in comparative judgment", Organizational Behavior and Human Decision Processes, Vol.48, No.1, 1991, pp. 131-146. https://doi.org/10.1016/0749-5978(91)90009-I
  70. Schick, A. G., L. A. Gordon, and S. Haka, "Information overload: A temporal approach", Accounting Organizations and Society, Vol.15, No.3, 1990, pp. 199-220. https://doi.org/10.1016/0361-3682(90)90005-F
  71. Schlosser, A. E., "Posting versus lurking: Communicating in a multiple audience context", Journal of Consumer Research, Vol.32, No.2, 2005, pp. 260-265. https://doi.org/10.1086/432235
  72. Shen, Z. J. M. and X. Su, "Customer behavior modeling in revenue management and auctions: A review and new research opportunities", Production and Operations Management, Vol.16, No.6, 2007, pp. 713-728. https://doi.org/10.1111/j.1937-5956.2007.tb00291.x
  73. Simonsohn, U. and D. Ariely, "When rational sellers face nonrational buyers: Evidence from herding on ebay", Management Science, Vol.54, No.9, 2008, pp. 1624-1637. https://doi.org/10.1287/mnsc.1080.0881
  74. Simonson, I., "The influence of anticipating regret and responsibility on purchase decisions", Journal of Consumer Research, Vol.19, No.1, 1992, pp. 105-118. https://doi.org/10.1086/209290
  75. Sinkovics, R. R., N. Pezderka, and P. Haghirian, "Determinants of consumer perceptions toward mobile advertising: A comparison between japan and austria", Journal of Interactive Marketing, Vol.26, No.1, 2012, pp. 21-32. https://doi.org/10.1016/j.intmar.2011.07.002
  76. Slovic, P. and S. Lichtenstein, "Comparison of bayesian and regression approaches to the study of information processing in judgment", Organizational Behavior and Human Performance, Vol.6, No.6, 1971, pp. 649-744. https://doi.org/10.1016/0030-5073(71)90033-X
  77. Smith, D., S. Menon, and K. Sivakumar, "Online peer and editorial recommendations, trust, and choice in virtual markets", Journal of Interactive Marketing, Vol.19, No.3, 2005, pp. 15-37.
  78. Sparks, B. A. and V. Browning, "The impact of online reviews on hotel booking intentions and perception of trust", Tourism Management, Vol.32, No.6, 2011, pp. 1310-1323. https://doi.org/10.1016/j.tourman.2010.12.011
  79. Sridhar, S. and R. Srinivasan, "Social influence effects in online product ratings", Journal of Marketing, Vol.76, No.5, 2012, pp. 70-88. https://doi.org/10.1509/jm.10.0377
  80. Sweeney, J. C., G. N. Soutar, and T. Mazzarol, "Factors influencing word of mouth effectiveness: Receiver perspectives", European Journal of Marketing, Vol.42, No.3/4, 2008, pp. 344-364. https://doi.org/10.1108/03090560810852977
  81. TripAdvisor, "Tripadvisor popularity ranking: Key factors and how to improve", April 24, 2018.
  82. Tversky, A. and D. Kahneman, "Judgment under uncertainty: Heuristics and biases", Science, Vol.185, No.4157, 1974, pp. 1124-1131. https://doi.org/10.1126/science.185.4157.1124
  83. Urban, G. L., F. Sultan, and W. J. Qualls, "Placing trust at the center of your internet strategy", MIT Sloan Management Review, Vol.42, No.1, 2000, p. 39.
  84. Venkatesh, V., "Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model", Information Systems Research, Vol.11, No.4, 2000, pp. 342-365. https://doi.org/10.1287/isre.11.4.342.11872
  85. Vermeulen, I. E. and D. Seegers, "Tried and tested: The impact of online hotel reviews on consumer consideration", Tourism Management, Vol.30, No.1, 2009, pp. 123-127. https://doi.org/10.1016/j.tourman.2008.04.008
  86. Wang, C., X. Zhang, and I.-H. Hann, "Socially nudged: A quasi-experimental study of friends' social influence in online product ratings", Information Systems Research, Vol.29, No.3, 2018, pp. 641-655. https://doi.org/10.1287/isre.2017.0741
  87. Wang, Y. and A. Chaudhry, "When and how managers' responses to online reviews affect subsequent reviews", Journal of Marketing Research, Vol.55, No.2, 2018, pp. 163-177. https://doi.org/10.1509/jmr.15.0511
  88. Wicklund, R. A., Freedom and Reactance, New York: Wiley, 1974.
  89. Woodside, A. G. and R. I. King, "An updated model of travel and tourism purchase-consumption systems", Journal of Travel and Tourism Marketing, Vol.10, No.1, 2001, pp. 3-27. https://doi.org/10.1300/J073v10n01_02
  90. Worchel, S. and J. W. Brehm, "Effect of threats to attitudinal freedom as a function of agreement with the communicator", Journal of Personality and Social Psychology, Vol.14, No.1, 1970, pp. 18-22. https://doi.org/10.1037/h0028620
  91. Wu, F. and B. A. Huberman, "How public opinion forms, In: C. Papadimitriou and S. Zhang (Eds.), Internet and Network Economics, Lecture Notes in Computer Science, Springer, Berlin, 2008, pp. 334-341.
  92. Wu, F. and B. A. Huberman, "Opinion formation under costly expression", ACM Transactions on Intelligent Systems and Technology (TIST), Vol.1, No.1, 2010, pp. 1-13.
  93. Xia, L. and N. N. Bechwati, "Word of mouse: The role of cognitive personalization in online consumer reviews", Journal of Interactive Advertising, Vol.9, No.1, 2008, pp. 3-13.
  94. Xiang, Z. and U. Gretzel, "Role of social media in online travel information search", Tourism Management, Vol.31, No.2, 2010, pp. 179-188.
  95. Xie, H. J., L. Miao, P.-J. Kuo, and B.-Y. Lee, "Consumers' responses to ambivalent online hotel reviews: The role of perceived source credibility and pre-decisional disposition", International Journal of Hospitality Management, Vol.30, No.1, 2011, pp. 178-183. https://doi.org/10.1016/j.ijhm.2010.04.008
  96. Xie, K. L., C. Chen, and S. Wu, "Online consumer review factors affecting offline hotel popularity: Evidence from tripadvisor", Journal of Travel and Tourism Marketing, Vol.33, No.2, 2016, pp. 211-223. https://doi.org/10.1080/10548408.2015.1050538
  97. Yang, S., M. Hu, R. S. Winer, H. Assael, and X. Chen, "An empirical study of word-of-mouth generation and consumption", Marketing Science, Vol.31, No.6, 2012, pp. 952-963. https://doi.org/10.1287/mksc.1120.0738
  98. Zhao, X., L. Wang, X. Guo, and R. Law, "The influence of online reviews to online hotel booking intentions", International Journal of Contemporary Hospitality Management, Vol.27, No.6, 2015, pp. 1343-1364. https://doi.org/10.1108/IJCHM-12-2013-0542
  99. Zhou, S. and B. Guo, "The order effect on online review helpfulness: A social influence perspective", Decision Support Systems, Vol.93, 2017, pp. 77-87. https://doi.org/10.1016/j.dss.2016.09.016
  100. Zhu, F. and X. Zhang, "Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics", Journal of Marketing, Vol.74, No.2, 2010, pp. 133-148.  https://doi.org/10.1509/jm.74.2.133