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[구철모]유용한 온라인 리뷰에서 어느 것이 더 중요한가? 휴리스틱-체계적 모델 관점 |
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chengao |
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19-05-30 14:28 |
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논문명 : 유용한 온라인 리뷰에서 어느 것이 더 중요한가? 휴리스틱-체계적 모델 관점
저자(참여인력명): 구철모
게재지명 : 지식경영연구
핵심어 : Online hotel review, Usefulness of online review, Heuristic-systematic model, TripAdvisor
초록
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.
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