A Research On Moderators Of Hotel’s Prior Online Reviews Influencing Subsequent Review

In recent years, with the rapid development of Internet and information technology, the e-commerce arises at the historic moment and brings the large changes to people’s economic life constantly. Under this condition, e-commerce site is emerging and booming in a short time. As we can see that people began to purchase products and services, such as daily necessities, hotels, tickets and so on, on e-commerce platform more and more frequently. After purchase or using product and services, consumers are used to comment online to share their feelings and experiences. The online review mechanism, which is based on the online reputation system, reflects the attitudes of consumers and can promote the purchase behavior of reviewers’ visitors. So it is of great significance for businesses and consumers. Because of the expensive price and inconvenience of the traditional way of ordering, ordering hotel online is becoming more and more popular. Cause hotel is more or less belong to experiential product, its use feeling and experience is particularly important. And the reviews of hotel can influence the subsequent consumers’ behavior of purchasing and commenting. So, according to online reviews of hotel, this study explored the moderators of prior reviews influencing subsequent review under the background of e-commerce.The research object is the online review of JINJIANG INN of Beijing. Based on the theory of ELM, CLT, and the related theory of Context, the study builds the model about the prior reviews, subsequent review and the moderators. The research discusses the moderating effect of characteristics of reviewers, characteristics of reviews, and use context. The result shows that, hotel’s prior reviews have a positive effect on subsequent review. For the moderators, reviewer’s experience and geographical mobility, length of review and use context have a negative moderating effect on the process; review’s delay has a positive moderating effect on the process. In addition, the time interval has not any moderating effect, which doesn’t accord with the hypothesis of the study.Therefore, for profit purpose, businesses and e-commerce sites should attach great importance to the role of online reviews on consumer behavior. They can adjust the marketing strategy according to the different types of consumers or web users, perfect the details of online review mechanism, and improve the interaction experience between users and site.