Research on the Influence of Hotel Online Reviews on Customer Decision-making Behavior

Abstract

With the continuous changes of people's consumption level and concept under the development of Internet, big data and other network technologies, the service industry presents a new trend, and the way of hotel reservation is becoming more and more diversified. In recent years, with the sharing of online information on hotel booking platforms such as Ctrip and Qunar, online reviews have become an important reference for consumers when booking hotels, and they have played an increasingly important role.

This study takes groups of people who have had hotel booking experience on OTA booking platforms such as Ctrip or Qunar as the research object, constructs a model of the influence of online reviews on consumer decision-making behavior and proposes hypotheses combined with current consumer decision-making research. Spss22.0 statistical analysis was used for factor analysis and regression analysis to verify the model and hypotheses. The results show that the content quality, quantity, timeliness and scores of the reviews have a positive impact on the decision-making behavior of consumers, while the experience value characteristics of the reviewers do not show a positive impact on the decision-making behavior of consumers. Finally, according to the conclusions, the corresponding management suggestions are proposed for the third-party platforms and hotel industry.