Curvilinear Effects of User-Generated Content on Hotels' Market Share: A Dynamic Panel-Data Analysis

被引：104
作者：
Duverger, Philippe [1 ]
机构：
[1] Towson Univ, Coll Business & Econ, Towson, MD 21252 USA
来源：
JOURNAL OF TRAVEL RESEARCH | 2013年 / 52卷 / 04期
关键词：
User-Generated Content; ratings and reviews; WOM; trust; market share; dynamic model; WORD-OF-MOUTH; SERVICE QUALITY; CONSUMERS RESPONSES; REVIEWS; PRODUCT; IMPACT; SALES; COMMUNICATION; TRUST; RECOMMENDATIONS;
D O I：
10.1177/0047287513478498
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The present study is designed to expand the current literature in the effects of User-Generated Content (UGC) on firm performance, specifically to delineate the unique effects of the UGC components on market share results using a dynamic generalized method of moments (GMM) model. A longitudinal panel-data sample of 138 hotel reviews and ratings, along with monthly market share and several control variables is used for the empirical modeling. Overall, the analysis reveals that UGC has a positive impact on market share. A curvilinear mechanism explains the relationship between ratings and market share, discouraging lower-tiered firms from seeking a high rating. Moderating factors were also found to diminish the impact of a review length on market share. Theoretical explanations and managerial suggestions are offered in the discussion section.
引用
收藏
页码：465 / 478
页数：14
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