Research Of The Effects Of Online Hotel Reviews On Consumers’ Purchase Decision

As the Internet technology develops with big data, cloud computing and other modern network technology,various types of application technologies appears.And the scale of China’s online travel market is increasingly growing.With the demand for Internet users increasing, more and more people are willing to share and use resources and information.Therefore consumer attitudes and patterns driven by the rapid development of the Internet of tourists take great changes.Nowadays, the preferred way for the tourists to get the travel information and accommodation information is to search the internet, and online booking is more and more popular.In recent years, the decision-making behavior of consumers has attracted much attention of scholars at home and abroad that the user reviews of online travel platform as a new channels of information dissemination and sharing platform is affecting consumer travel decisions.In this paper,We combined with the model of the current travel decisions and consumer decision to make a consumer booking decision model,the group are willing to make online hotel reservations and release, search or browse the tourism website comments is the research object of this paper.We design a questionnaire as a data source in this study by the study hypothesis and model.Using literature research,empirical analysis, and the R language and SPSS19.0 statistical analysis tools,Analysis of influencing factors on consumers booking decision verification model,we come to the following conclusions:(1)It becomes a habit of consumers that they browsed travel online information before making the decision,so the research of tourism online evaluation of influence on tourism consumption decision is of practical significance.(2)Online Hotel comments has a positive significant effect on consumer’s reservation decision.(3)Online Hotel value has a significant effect on consumers’ s reservation decision.(4)Online Hotel use quantity has a significant influence on consumers’ s reservation decision.Therefore, proposal for online travel website should attach importance to the forms of comments,and making a detailed classification of comments,so it could let the user to chooseaccording to their own wishes,Optimized the Management System prestige of commentators,to build a relatively perfect and reasonable prestige assessment system of commentators.Optimize the management of Comments feedback.