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Consumers’ responses to ambivalent online hotel reviews: The role of perceived source credibility and pre-decisional disposition |
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| Authors: | Hui Xie Li Miao Pei-Jou Kuo Bo-Youn Lee |
| Institution: | 1. Department of Recreation, Park, and Tourism Management, The Pennsylvania State University, 801 Ford Building, University Park, PA 16802-1307, United States;2. Department of Hospitality and Tourism Management, Purdue University, Stone Hall, Room B1-D, 700 W. State Street, West Lafayette, IN 47906-2059, United States;3. School of Hospitality Management, The Pennsylvania State University, 201 Mateer Building, University Park, PA 16802-1307, United States |
| Abstract: | Electronic word-of-mouth (eWOM) is prevalent in today's lodging market and has potential to influence consumers’ decision making. This study investigated how the presence of online reviewers’ personal identifying information (PII) may affect consumers’ processing of ambivalent online hotel reviews and hotel booking intentions. The results of an experiment with a sample of 274 undergraduate students indicate that the presence of PII positively affects the perceived credibility of the online reviews. When coupled with ambivalent online reviews, the presence of PII significantly lowers consumers’ hotel booking intentions. |
| Keywords: | eWOM Personal identifying information Pre-decisional disposition Booking intention |
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