Li Xianchun, Fan Yiying, Zhong Xin, Hu Jiajing
School of Business Administration, Faculty of Business Administration, Southwestern University of Finance and Economics, Chengdu, China.
Sichuan Academy of Social Sciences, Chengdu, China.
Front Psychol. 2022 Aug 18;13:986620. doi: 10.3389/fpsyg.2022.986620. eCollection 2022.
With the e-commerce development and changing of hotels' booking channels, the online word-of-mouth, as a new signal of quality, is becoming to attract more attention of consumers. Using the scenario experiment, this study explores the effect of online word-of-mouth on brand sensitivity of consumers during the decision making for hotel booking. The results show that if the information about hotels obtained is limited in the decision-making process, consumers would have a higher sensitivity to the hotel brand. Increasing information about the online word-of-mouth can effectively reduce consumers' brand sensitivity to hotels. Besides, the moderating effect of the hotel grade on the relationship between the online word-of-mouth and brand sensitivity is affected by the scale of the negative differences of word-of-mouth.
随着电子商务的发展以及酒店预订渠道的变化，在线口碑作为一种新的质量信号，正日益吸引消费者的更多关注。本研究通过情景实验，探讨在线口碑在酒店预订决策过程中对消费者品牌敏感度的影响。结果表明，若在决策过程中获取的酒店信息有限，消费者对酒店品牌的敏感度会更高。增加在线口碑信息能有效降低消费者对酒店的品牌敏感度。此外，酒店等级对在线口碑与品牌敏感度之间关系的调节作用受口碑负面差异程度的影响。
