호텔 온라인 리뷰 방향성과 서비스품질 속성유형이 소비자 반응에 미치는 영향

초록

Online reviews significantly affect consumer responses due to the experience-oriented nature of the hotel industry, and serve as an important criterion for customers’ decision-making. The purpose of this study is to assess the effects of online review valence and service quality attribute type on consumer responses using an experimental design method. As a result of the first experiment, study participants showed positive review trust when exposed to negative online reviews compared to positive reviews. On the contrary, study participants exposed to negative online reviews, compared to their counterparts, showed negative attitude toward hotels. In the second experiment, a result of a 2 x 2 ANOVA showed that there was an interaction effect between hotel online review valence and service quality attribute type (i.e., physical products vs. staff services) in predicting consumer attitude toward hotels. Implications to the hotel business and online booking platform industry were discussed.

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