什么样的好评让你更心动?多维度网络评论效价与出游意向影响研究  

On the Effect of Online Review Valence and Contents on Travel Intention

作　　者：张军[1] 赵梦雅 时朋飞 ZHANG Jun;ZHAO Mengya;SHI Pengfei(School of Economics and Management,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《旅游科学》2018年第4期47-59,84,共14页Tourism Science

基　　金：国家自然科学基金项目"酒店企业国际化区位选择研究"(41501145);国家自然科学基金青年项目"武汉城市圈城乡文化信息流的时空整合模式研究"(41601123)

摘　　要：网络评论是潜在游客获取旅游目的地信息的一个重要渠道,也是游客做出旅游决策参考的主要因素。网络评论中有些是只有正面评论或只有负面评论的单一属性评论,有些是同时包含正面评论和负面评论的多维度评论。那么,什么样的好评能让消费者更加心动?全是好评一定就是好事吗?差评就一定只有负面作用吗?对这些问题的探讨,是关于网络评论对出游意向影响研究的进一步延伸与突破。本文通过两个实验研究评论效价(正面评论/负面评论)、评论内容属性对出游意向的影响。结果显示:当评论内容只涉及单一属性时,评论内容属性显著调节评论效价与出游意向之间的关系,即当评论效价为正面时,评论内容属性为核心吸引物的出游意向显著高于评论内容为服务配套的出游意向;当评论内容涉及两个属性时,核心吸引物为正面评论,服务配套为负面评论所激发的出游意向显著高于核心吸引物和服务配套的评论内容均为正面时的出游意向。Online review is one of the most important channels for potential tourists to obtain destination information,and an important factor influencing tourists’tour-decision makings.Some of the real life reviews are of either positive or negative contents,while some are multi-dimensional reviews from both positive and negative aspects.Then what kinds of positive reviews are appealing to customers?Is it a good thing to have just only positive reviews?Do negative reviews have only bad effect?Discussions about these issues are a further extension and breakthrough of the studies on the impact of online review on travel intentions.This paper did two experimental studies to evaluate the impact of the valence(positive/negative)and the contents(core attraction/service facility)on travel intentions.The results show that the review contents significantly alter the influence of review valence on the travel intentions when they only involve a single attribute,that is,the travel intentions of the positive reviews about the core attraction are significantly higher than the positive reviews of the service facilities;when the contents of the reviews deal with two-sided attributes,the reviews are found to consist of positive contents of core attraction and negative contents of service facilities that have higher travel intentions than those with which core attraction and the service facilities are both positive.

关 键 词：多维度网络评论 评论效价 评论内容 出游意向 

分 类 号：F590[经济管理—旅游管理]