When empathy prevents negative reviewing behavior |
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Institution: | 1. University of Eastern Piedmont, Department of Economics and Business, via Perrone 18, 28100 Novara, Italy;2. University of Portsmouth, Department of Marketing and Sales, Richmond Building Portland Street, PO13DE Portsmouth, UK;3. University of Florence, Department of Economics and Management, Via delle Pandette 9, 50127 Firenze, Italy;4. University of Pisa, Department of Economics and Management, via Ridolfi 10, 56124 Pisa, Italy |
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Abstract: | Previous research has found that peer-to-peer platforms have overly positive reviews. Guided by Construal Level Theory, this research investigates the relationship between social distance, empathy, and tourists’ intention to leave negative online reviews. The first study is a qualitative analysis which compares peer-to-peer settings (i.e., Airbnb) to institutional ones (i.e., Booking.com), and explores whether social closeness hinders tourists’ willingness to provide negative online reviews to express their poor experiences. The second and third study are laboratory studies which show that the mechanism behind reviewing biases is the activation of empathy.This research offers practical implications for both traditional hospitality players, on how to activate empathy, and online platforms operators, on how to increase the reliability of their reputation systems.This article also launches the Annals of Tourism Research Curated Collection on Peer-to-peer accommodation networks, a special selection of research in this field. |
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Keywords: | Online reviews Social distance Empathy Reviewing behavior Sharing economy |
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