| As rapid development of e-business in China, travel reservation emerged and developed fast and now has an important impact on the future of tourism industries. The previous researches showed the differences between online consumer behavior and traditional consumer behavior. Online reviews, as a new mean of communication among real/potential customers, become an important external factor affecting both the customer decision-making and the intention of customer's online travel reservation. This study also helps companies'management of customer relationship and so on. On these basis, the thesis developed research hypotheses. This thesis investigated how the online reviews take effect on the intention of travel reservation from an empirical perspective, which enriches online consumer purchase decision theory. From customers'point of view, we assumed that quality of reviews, reputation of reviewers, timeliness of review, quantity of reviews, tendency of reviews and form of review have significant effects on travel reservation intention. After the small-scale pilot study, a field survey was conducted. 313 questionnaires were distributed and 303 responses were obtained. After removing the incomplete and duplicate answers of samples, a total of 269 questionnaires formed the data. A series of studies as reliability analysis, the validity analysis, correlation analysis, MANOVA, and regression analysis were applied to analyze the data. The results show that the quality of the content, reputation of reviewer, the timeliness, quantity of reviews and the detailed reviews have positively effects on customers'travel reservation intention; Moreover, negative reviews make negatively effects; on the contrary, positive reviews have no significant effects. Finally, the thesis discussed the results of the study and also suggested some implications for the development of tourism E-commerce in China. |
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