酒店在线评论中功能词和享乐词是否反映了相同的消费者感受?  

Do functional words and hedonic ones in the online hotel reviews reflect the same consumer feelings?

作　　者：钟科 项昌 刘魁一 ZHONG Ke;XIANG Chang;LIU Kuiyi(International Business School,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学国际商学院,海南海口570228

出　　处：《海南大学学报(人文社会科学版)》2025年第2期194-203,共10页Journal of Hainan University (Humanities & Social Sciences)

基　　金：国家自然科学基金地区项目(72062014);海南省自然科学基金高层次人才项目(722RC644)。

摘　　要：本文使用海口市和三亚市真实酒店在线评论数据,利用大数据分析方法开展分析,探究酒店在线评论中享乐词词频与功能词词频对用户评分的影响。在前人研究酒店特征词的基础上,我们将特征词归纳分类为享乐词和功能词,将其纳入回归模型作为主要自变量,研究有三个发现:第一,享乐词词频对用户评分有显著的正向影响,功能词词频对用户评分有显著的负向影响。第二,相对于非连锁酒店,当酒店为连锁品牌时,使得享乐词词频对用户评分的正面影响被削弱,同时也削弱了功能词词频对用户评分的负面影响。第三,当酒店为连锁品牌时,休闲旅行与商务旅行两种目的下的享乐词词频对用户评分的影响没有显著差异,而当酒店为非连锁品牌时,与休闲旅行相比,商务旅行目的下的享乐词词频对用户评分的影响更大。最后,不论是连锁酒店还是非连锁酒店,商务旅行者在线评论中的功能词词频对其评分的影响都要大于休闲旅行者。本文在理论上为酒店在线评论的文本分析提供了新的思路;论证了连锁酒店品牌和消费者出行目的对功能词和享乐词的词频效应的调节作用,并且对在线预订平台管理在线评论内容以及酒店管理者洞察酒店住客需求具有实践启示。With the online review data of the real hotels in Haikou City and Sanya City,the big data analytic method is adopted to explore the influence of frequencies of hedonic and functional words on user ratings in the online hotel reviews.On the basis of previous studies on the hotel-featuring words,these feature words are classified into hedonic words and functional ones,which are included in the regression model as the main independent variables.Three findings are concluded in this study.First,the frequency of hedonic words has a significant positive impact on user ratings while the frequency of functional words has a significant negative impact on user ratings.Second,as with the hotel with the chain brand,compared with the non-chain hotels,the positive impact of the frequency of hedonic words on user ratings is weakened,and the negative impact of functional words on user ratings is also weakened.Third,when the hotel is with a chain brand,the impact of the frequency of hedonic words under the leisure travel on user ratings shows no significant difference from that under the business travel.However,when the hotel is with a non-chain brand,the frequency of hedonic words under the business travel has a greater impact on user ratings,contrasted with that under the leisure travel.Finally,for both chain and non-chain hotels,the frequencies of functional words in online reviews made by the business travelers have a greater impact on their ratings than those made by the leisure travelers.In theory,this paper provides a new idea for the textual analysis of online hotel reviews,and demonstrates the moderating role of chain hotel brands and consumers'travel objectives in the word frequency effects of functional and hedonic words.Further,it has some practical implications for the online booking platforms to manage online review contents and the hotel managers to understand the needs of hotel guests.

关 键 词：在线评论 酒店预订平台 特征词 双因素理论 感知预期 

分 类 号：F592.6[经济管理—旅游管理]