Research On The Relationships Between Hotel Internet Word-of-Mouth And Customers’ Behavior Intention

Internet has created new business models and economic behaviors, and greatly affected the consumers’behavior. Consumers are increasingly relying on the internet to obtain, store and share products or services’information. The consumer spending patterns has shifted in the network backgroud. Based on the consumer consumption patterns’conversion, the hotel industry should respond promptly to develop targeted responses. This paper aims to explore relationships between the hotel internet word of mouth and customer behavioral intentions. Through empirical analysis find the internet word of mouth factors that have a significant influence on customers’ behavior intention, so as to provide hotel internet marketing ideas and strategies, and enhance the hotel customer behavioral intention.Combined with literature review, questionnaire survey, statistic analysis and interdisciplinary research, the paper aims to propose a theoretically integrated framework deciphering the relationship between internet word-of-mouth and customers’behavior intention. Firstly, through literature review and summary on internet word-of-mouth, consumers’trust and behavior intention, the paper clear the research direction. Secondly, based on the literature review and this paper’s background, the research model and the measures of variables are designed. Thirdly, collect survey data through questionnaires, and analyse the research data with SPSS18.0&AMOS17.0. As the result, the hypotheses are examined and the research model is modified. On the basis of mathematical statistical analysis and structural equation model, the study obtains with the theoretical and practical values:①The factors of Internet Word of Mouth spread channels, including openness, relationship strength, atmosphere characteristic, have influence to customers’behavior intention, in which WOM preference and trust play an intermediary role. And the authority of the channels affects customers’behavior intention through trust.②The own factors of internet word-of-mouth, including the interests of word of mouth, the number of word of mouth, the tone of word of mouth, impact customers’behavior intention by the trust. And the usefulness of word of mouth and the interaction of word of mouth affect customer behavior intention directly.③The element of WOM receiver, including professional competence and trust tendency regulates the relationship between internet word-of-mouth and customers’ behavior intention. Finally, the management and marketing advices have been proposed for hotel, including converting the ideas and direction of network marketing, improving and extending the hotel workflow chain, enhancing effective communication with the hotel customers.