在线评论对酒店顾客购买意愿的影响研究  

Research on the Impact of Online Reviews on Hotel Customers’Purchase Intention

作　　者：钱黎春 李恒 QIAN Lichun;LI Heng(Business School,AHUT,Ma’anshan 243002,Anhui,China)

机构地区：[1]安徽工业大学商学院,安徽马鞍山243002

出　　处：《安徽工业大学学报（社会科学版）》2022年第4期14-18,共5页Journal of Anhui University of Technology：Social Sciences

摘　　要：在网上预订酒店的情境下,以在线评论为研究的基础,酒店消费者为调研对象,基于S-O-R理论、信息采纳模型,构建了本研究的理论模型,研究在线评论对酒店顾客购买意愿的影响。实证分析结果表明,在线评论的质量、形式和效价都显著影响到酒店顾客的感知风险和感知有用性,并且感知风险和感知有用性显著影响酒店顾客的购买意愿。In the context of online hotel reservation,this paper,taking online reviews as the basis of research and hotel consumers as the research object,constructs a theoretical model to study the impact of online reviews on hotel customers’purchase intention based on S-O-R theory and information adoption model.The empirical analysis results show that the quality,form and price of online reviews significantly affect the perceived risk and perceived usefulness of hotel customers,which of them significantly affect the purchase intention of hotel customers.

关 键 词：在线评论 感知风险 感知有用性 购买意愿 

分 类 号：F274[经济管理—企业管理] F719.2[经济管理—国民经济]