Please, talk about it! When hotel popularity boosts preferences

被引：75

作者：

Viglia, Giampaolo ^{[1
]}

Furlan, Roberto ^{[2
]}

Ladron-de-Guevara, Antonio ^{[1
]}

机构：

[1] Univ Pompeu Fabra, Dept Econ & Business, Barcelona 08005, Spain

[2] Kantor Hlth, Kirkgate, Epsom KT17 4PF, Surrey, England

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2014年 / 42卷

关键词：

Reviews; Preference; Hotel; Popularity; Quality; WORD-OF-MOUTH; ONLINE REVIEWS; CONSUMER-BEHAVIOR; INFORMATION; SEARCH; EXPERIENCE; IMPACT; SELECTION; CHOICE; MODEL;

D O I：

10.1016/j.ijhm.2014.07.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Many consumers post on-line reviews, affecting the average evaluation of products and services. Yet, little is known about the importance of the number of reviews for consumer decision making. We conducted an on-line experiment (n = 168) to assess the joint impact of the average evaluation, a measure of quality, and the number of reviews, a measure of popularity, on hotel preference. The results show that consumers' preference increases with the number of reviews, independently of the average evaluation being high or low. This is not what one would expect from an informational point of view, and review websites fail to take this pattern into account. This novel result is mediated by demographics: young people, and in particular young males, are less affected by popularity, relying more on quality. We suggest the adoption of appropriate ranking mechanisms to fit consumer preferences. (c) 2014 Elsevier Ltd. All rights reserved.

引用

页码：155 / 164

页数：10

共 41 条

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