Research On The Influence Of Online Reviews On Hotel Consumer Decision

With the rapid development of Internet,big data and artificial intelligence,Internet applications are constantly evolving,and online hotel reservation industry is undergoing innovative changes.Compared with the traditional information media,the scope of the spread of the Internet is stronger,broader and has more audience.Online reviews,relying on the Internet platform,reflects the strong advantages and influence that traditional word-of-mouth form does not possess,and it could help consumers make their own judgments,and to improve their decision efficiency.In the process of making hotel booking decisions through the internet,online reviews have important impacts on many aspects,such as consumer purchase intention,purchase decision,and after purchase behavior.This paper revolves around the core issue of online reviews on hotel consumer decision making,and studies three aspects of hotel consumer decision making process,including purchase intention before purchase,purchase decision in purchase and recommendation behavior after purchase.Firstly,this paper constructs a model based on the psychological distance of the hotel consumer purchase intention,combined with the experience?geographical location of the online hotel products and price adjustment factor,and studies the process and influencing factors of the purchase intention of the hotel consumers before purchase,and then analyzes the influence of different types of online reviews on the purchase intention of hotel consumers in different consumption situations.Through the empirical analysis,we found that,in the scenarios of long term later,far social distance or far space distance,online reviews of emotional type would be more significant in consumer purchase intention,and on the other hand,online reviews of rational type affect more significantly.Furthermore,when the hotel conducts a price reduction promotion,online reviews of rational type have a more significant effect on improving the purchasing intention of the consumers whose psychological distance is closer.Secondly,this paper constructs a model of online reviews' impact on Hotel consumers' purchase decisions From the perspective of consumer utility,combined with the characteristics of consumers in the game process between the hotel and the hotel reservation in the process of enterprise,and analyzes the utility of hotel consumers in hotel product reservation,and simulated by way of big data,in order to analyze the influence of online reviews on consumer purchasing decision when the hotel prices reduce.Research shows that when the hotel reduces price,the overall score has a positive impact on the hotel consumer purchase decision,and the effect is significant,and the number of comments has a positive impact on the hotel consumer purchase decision,but compared to the overall score,the role is not significant.Thirdly,this paper constructs a model of online reviews' impact on consumer recommended decision based on property score difference,combined with the characteristics of hotel consumers' attribute experience and different price level hotels,studies the hotel's quality perception process and recommendation behavior to consumers after the experience,and analyzes the attribute score,hotel overall score and the number of comments' impact to the different type of hotel consumers' recommended decision.Through empirical analysis of big data,the research shows that the difference of attribute in economical hotels has a positive effect to the recommended rate,and the overall score moderates the relationships between them positively,the number of comments moderates the relationships negatively.Furthermore,in the economical hotels' property scores,the impact of sanitary condition and quality of service on user recommendation rate is greater than that of the other two attributes;the attribute difference of luxury hotels has a significant negative impact on users' recommendation rate,and the overall score positively regulates the relationship between them,the number of comments negatively regulates the relationship between them.Finally,based on the previous research,this paper reaches the conclusion,and puts forward some suggestions to help managers of hotel and online booking platform make better use of online reviews,and promotes the development of e-commerce in hotels.