Online Reviews On The Impact Of Hotel Consumer Purchase Decision-making Behavior

With the era of network coming,online reviews as an important reference of consumers online shopping,have an important influence on consumers.As consumers booking five-star/luxury hotel online,online reviews also play an important role.At home and abroad,scholars have begun to do the study of online reviews on consumer behavior,but for special products—five-star/luxury hotels,for a specific consumer group,the detailed empirical research is less.So it is very necessary and meaningful to do the research of the effects of online reviews on consumer purchase decision of five-star/luxury hotels for improving the quality of hotel services,improving the level of hotel management,and promoting more satisfied consumption of consumers.The study expounds the basic situation and space distribution characteristics of five-star/luxury hotels in Jiangsu province with Ctrip's data.It also collects the original data with the method of questionnaire survey and qualitative interview and uses the social statistics software SPSS22.0 and AMOS22.0 for analysis.Around"theoretical research—empirical analysis — mechanism discussion—management recommendations" main line,The study pays attention to the qualitative and quantitative analysis,the combination of theory and practice.The study summaries the main results as follows.(1)There are 351 five-star/luxury hotels in Jiangsu province.Studies have found that it has accumulative effect,present space distribution characteristic—concentrated in South and scattered in North.The captured indicators of online reviews present certain regularity.(2)The source of online reviews information is the main factor of consumer's purchase decision.Consumers don't care about critics of the professional particularly.(3)The content of the online reviews is the most critical factor in consumers' purchase decision.Through the above empirical study,consumers see more value to the quality of the content,followed by the number of comments and form,then the timing of the comments.(4)Comments of the receiver is not necessarily the consumer of this purchase.Comment on the receiver's attitude has an important role on buying the hotel products and services with network.(5)Online reviews can reduce the purchase risk of consumers from various angles.At last,in order to maximize their interests,the study puts forward some opinions and suggestions to the third-party sites,hotels,and consumers.