What Drives Perceptions of Review Trustworthiness in Electronic Word-of-Mouth: An Experimental Study of TripAdvisor

Constantinos Coursaris, Wietske Osch, Alice Albini

Resumo


With the proliferation of online Tourism websites, consumers’ Web-based search queries for cues that minimize the uncertainty surrounding brands and the risk associated with corresponding purchase decisions become more commonplace. Yet, despite the recent interest in user-generated online reviews, understanding how various dimensions of ‘the message’ (online review) may affect consumers’ perceptions of a review’s trustworthiness, and whether the latter drives brand attitudes and subsequent booking intentions remains unknown. To fill this gap, a 2x2x2 scenario-based online experiment was designed exposing participants to real user-generated TripAdvisor.com reviews, and an online questionnaire was used to evaluate antecedents and consequents of review trustworthiness. Using PLS-based structural equation modeling (SEM), our findings offer a comprehensive framework of the review characteristics—timeliness, accuracy, and reviewer credibility—that drive overall perceptions of review trustworthiness, brand attitude, and booking intention. Implications for theory and practice are discussed.

Texto Completo:

PDF (English)

Referências


Aicher J., Asiimwe F., Batchuluun B., Hauschild M., Zöhrer M.,Egger R., (2016). “Online Hotel Reviews: Rating Symbols or Text… Text or Rating Symbols? That Is the Question!”, Information and Communication Technologies in Tourism 2016, 369-382.

Berendt B., Hotho A., Mladenic D., Van Someren M., Spiliopoulou M., Stumme G. (2003), “Web Mining: From Web to Semantic Web”.

Bellman S., Johnson E., Loshe G., Mandel N., (2006), “Designing Marketplaces of the Artificial with Consumers in Mind”, Journal of Interactive Marketing, 20, 21-33.

Benedicktus R.L., Andrews M.L., (2006), “Building Trust with Consensus Information: The Effects of Valence and Sequence Direction”, Journal of Interactive Advertising, 6, 15-25.

Bhattacherjee A., Stanford C., (2006), “Influence Processes for Information Technology Acceptance: an Elaboration Likelihood Model”, MIS Quarterly, 30, 805-825.

Boon E., Bonera M., Bigi A., (2014), “Measuring Hotel Service Quality from Online Consumer Reviews: a Proposed Model”, Information and Communication Technologies in Tourism 2014, 367-379.

BrightLocal Official Website, https://www.brightlocal.com.

Chevalier J.A., Mayzlin D., (2006), “The Effect of Word of Mouth on Sales: Online Book Reviews”, Jorunal of Marketing Research, 43, 345-354.

Daft R.L., Lengel R.H., (1986), “Organizational Information Requirement, Media Richness and Structural Design”, Management Science, 32, 554-571.

Dellarocas C., (2003), “The Digitalization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, 49, 1407-1424.

Fesenmaier D., Pan B., (2006), “Online Information Search, Vacation Planning Process”, Annals of Tourism Research, 33, 809-832.

Freeman K.S., Spyridakis J.H., (2004), “An Examination of Factors that Affect the Credibility of Online Health Information”, Technical Communication, 51, 239-263.

Gretzel U., Yoo K.H., Purifoy M., (2007), “Online Travel Review Study: Role and Impact of Online Travel Reviews”, Texas A&M University, Department of Recreation, Park and Tourism Sciences, Laboratory for Intelligent Systems in Tourism.

Griskevicius V., Cialdini R.B., Douglas T.K., (2006), “Peacocks, Picasso and Parental Investment: the Effects of Romantic Motives on Creativity”, Journal of Personality and Social Psychology, 91, 63-76.

Jeong E., Jang S.S., (2011), “Restaurant Experiences Triggering Positive Electronic Word-of-Mouth (eWOM) Motivations”, International Journal of Hospitality Management, 30, 356-366.

Kahana M.J., Howard M.W., Zaromb F., Wingfield A., (2002), “Age Dissociates Recency and Lag Recency Effects in Free Recall”, Journal of Experimental Psychology: Learning, Memory, and Cognition, 28, 530-540.

Kusumasondjaja S., Shanka T., Marchegiani C., (2012), “Credibility of Online Reviews and Initial Trust: The Roles of Reviewer’s Identity and Review Valence”, Journal of Vacation Marketing, 18, 185-195.

Levin D.Z., Cross R., (2004), “The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer”, Management Science, 50, 1477-1490.Liang S.W.J., Ekinci Y. Occhiocupo N., Whyatt G., (2013), “Antecedents of Travellers’ Electronic Word-of-Mouth Communication”, Journal of Marketing Management, 29, 584-606.

Litvin S., Goldsmith R., Pan B., (2008), “Electronic Word of Mouth in Hospitality and Tourism Management”, Tourism Management, 29, 458-468.

Nelson R.R., Todd P.A., Wixom B.H., (2005), “Antecedents of Information System Quality: an Empirical Examination Within the Context of Data Warehousing”, Journal of Information Management System, 21, 199-235.

O’Connor P., (2010), “Managing a Hotel’s Image on TripAdvisor”, Journal of Hospitality Marketing and Management, 19, 754-772.

Park C., Lee T.M., (2009), “Information Direction, Website Reputation and eWOM Effect: a Moderating Role of Product Type”, Journal of Business Research, 62, 61-67.

Puri A., (2007), “The Web of Insights: The Art and Practice of Webnography”, International Journal of Market Research, 49, 387-408.

Racherla P., Friske W., (2012), “Perceived ‘Usefulness’ of Online Customer Reviews: An Explanatory Investigation Across Three Services Categories”, Electronic Commerce Research and Applications, 11, 548-559.

Sarker S., Valacich J.S., (2010), “An Alternative to Methodological Individualism: a Non-Reductionist Approach to Studying Technology Adoption by Groups”, MIS Quarterly, 34, 779-808.

Shields, P. O. (2006). Customer Correspondence: Corporate Responses and Customer Reactions. Marketing Management Journal, 16(2).

Stauss B., (2000), “Using New Media for Customer Interaction: a Challenge for Relationship Marketing”, Relationship Marketing, 13, 233-253.

Stringam, B.B., Gerdes, J. Jr, (2010), “An Analysis of Word-of-Mouse Ratings and Guest Comments on Online Hotel Distribution Sites”, Journal of Hospitality Marketing & Management, 19, 773-796.

Tidwell L.C., Walther J.B., (2002), “Computer-Mediated Communication Effects on Disclosure, Impressions and Interpersonal Evaluation: Getting to Know One Another a Bit at a Time”, Human Communication Research, 28, 317-348.

TripAdvisor Help Center, “Our Guidelines for Forum Posts” (2016), https://www.tripadvisorsupport.com/hc/en-us/articles/200613647.

TripAdvisor Help Center, “What Is a Rating?”, https://www.tripadvisorsupport.com/hc/en-us/articles/200613867-What-is-a-rating-.

TripAdvisor Insights, “TripAdvisor Popularity Ranking: Key Factors and How to Improve” FAQ, https://www.tripadvisor.com/TripAdvisorInsights/n684/tripadvisor-popularity-ranking-key-factors-and-how-improve.

TripAdvisor Official Website: www.tripadvisor.com - Q3, 2016 https://www.tripadvisor.co.uk/PressCenter-c4-Fact_Sheet.html.

TripCollective, “TripCollective Overview: Where Shared Experiences Help Travelers Everywhere”, https://www.tripadvisor.com/TripCollective.

“USA Today Names TripAdvisor Top Travel Milestone” press release (2007), http://prweb.tripadvisor.com/index.php?option=com_content&view=article&id=2269:httptripadvisormediaroomcomindexphps121aitem151&catid=1:press-releases&Itemid=27.

Wathen C.N., Burkell J., (2002), “Believe It or Not: Factors Influencing Credibility on the Web”, Journal of American Society for Information Science and Technology, 53, 134-144.

Wixom B.H., Todd P.A., (2005), “A Theoretical Integration of User Satisfaction and Technology Acceptance”, Information System Research, 16, 85-102.

Xiang Z., Gretzel U., Fesenmaier D., (2008), “Semantic Representation of Tourism on the Internet”, Journal of Travel Research, 47, 440-453.

Yoo C.W., Kim Y.J., Sanders G.L., (2015), “The Impact of Interactivity of Electronic Word of Mouth Systems and E-Quality on Decision Support in the Context of the E-Marketplace”, Information & Managment, 52, 496-505.

Zhu D.H., Chang Y.P., Luo J.J., (2016), “Understanding the Influence of C2C Communication on Purchase Decision in Online Communities from a Perspective of Information Adoption Model”, Telematics and Informatics, 33, 8-16




DOI: http://dx.doi.org/10.18803/capsi.v17.111-126

Apontamentos

  • Não há apontamentos.