| The word of mouth is an informal,face-to-face communication between people,and the communication between the two parties is often linked by some kind of social relations,and more of which is the spread and recommendation of non-commercial intentions.In the eyes of consumers,traditional word of mouth spread is trustworthy,but also has positive effect on expanding the reputation of the marketing force and boosting the prosperity of the trading market.However,with the rapid reform of Internet technology,people's online trading activities obviously increase.As of June 2017,online shopping users have reached 514 million in China,a growth rate of 10.2%compared with that of the end of 2016,and tourism booking users increased by 11.5%in the first half of 2017.It indicated that online shopping market maintains a rapid,steady growth trend.It is noteworthy that with the growth of consumer online shopping scale and frequency online reviews as an electronic word of mouth gradually prevailed in the people's shopping exchange.Online reviews not only spread faster,across time and space constraints,but also greatly promote the efficiency of communication,and have an effect on the tens of thousands consumers' product or service awareness and purchase decisions.However,the popularity of online reviews also brings some real problems.It is shown by CIC consulting firm's survey data that 90%of consumers said that their purchase decisions had been affected by online comments,but not less than 70%of consumers in individual developed countries suspect the credibility of these online reviews.In all questions of online reviews,the most serious two are the index of growth of Network Navy and False Reviews,they seriously damaged the online shopping market fair and honest environment,and continue to pull down the consumer shopping experience and the sense of trust about online shopping.Based on the question of the authenticity of online commentary information,as well as the actual situation of interference by false comments,this paper teased the literatures on the research of online reviews and credibility theory,and put forward two core research questions:The first one is that which factors affect the perceived credibility of online comments;The second one is that what external effect perceived credibility of online reviews has.And this article put forward the research content of this article and research hypothesis around these two core issues.In the course of the study,the author based on qualitative research results of professor Filieri and some of the foreign mature credibility theories,and combined with the research carrier of the hotel online comments to develop a new measurement scale of online reviews perceived credibility and to build the integrated model of hotel online comments perceived reliability.Finally,the reliability and validity of the scale and the adaptability of the integrated model were verified by empirical data.After the data analysis,empirical results were indicated as follows:(1)Developed the perceived reliability scale of online reviews.And its reliability and validity were tested,the reliability and validity of the scale is also better and can be used as an effective measurement tool.(2)At present,hotel customers have higher level of perceived reliability to online reviews,and they have more confidence about content and opinions of hotel online reviews.They keep a relative trust to reviewers' experience and reliability.Moreover,hotel customers think that some characters of online reviews make them have a better sense of trust,these characters include that the contents of the information are true,the contents are high associated with the hotel experience,the expression of information is detailed,online reviews are useful,the comments are published timely.But relatively strong emotion tendency in text impels them produce much doubt.(3)Hotel customers have a higher perceived credibility to the online reviews including pictures and the comments containing high consistency in some opinions,and they think that these two online reviews leave them a strong sense of trust.However,several reviews of a short time and some comments been released at the same time make hotel customers elusive,and under normal circumstances they will filter out this part of the comments.Simultaneously,those reviews that contain emotional expression,strong marketing and similar wording leave a sense of doubt to customers.And deliberately contradictory opinion's comments in before and after the specified reviews is usually acted as a deliberately behavior been manipulated by businessmen,to a large extent they could be false comments,so customers are often skeptical about such comments.(4)Classification comparison based on demographic variables show that the age of hotel customers has a significant impact on the perceived credibility of online reviews.There is a significant difference in the level of trust among customers of different ages.The degree of customer involvement has also a significant impact on the perceived credibility of online reviews,and the higher customers are involved in online reviews,the more trust of online reviews is perceived.(5)Structural equation model and path analysis results find that the source of the online comments,the content of the information and the customer's trust tendency have significant positive impact on the perceived credibility.The source of comments and the customer's trust tendency have a significant positive impact on persuasion of online reviews.Emotional tendency has a significant negative impact on perceived credibility and persuasion of online comments.And the booking intention is subject to direct and positive direct impact of persuasion and indirect and positive effect of perceived credibility.The direct impact of the content of information is the strongest in all factors of influencing the perceived credibility of online reviews,and the direct effect of emotional tendency is the weakest and negative.The effect of perceived credibility on the booking intention is mediated by the mediation variable of persuasion.Through the empirical test,this paper realizes the leap from the conceptual model to the operable model,which lays the foundation for the practical application of the research.Finally,the author draws some practical operating path based on the research conclusion,so as to provide some reference for the operation and management of electronic word of mouth.The operation path is as follows:firstly,website operators need to optimize the comment system and page content in order to enhance the reputation of the site comments.Second,based on the model validation of the credibility of the evaluation index,a set of reviews screening tool should be developed.Third,digging the review text perceived higher credibility so as to establish a tag library.Fourth,focusing on neutral comments would contribute to enhance the persuasion effect of electronic word of mouth.Fifth,the content evaluation system that is targeted at online reviews can be added so as to promote the dissemination of a virtuous circle of comments.Sixth,based on common comment modes,technical staff can match and position false comments.Seventh,providing consumers with a reflection of the framework of online reviews judgment,which will pull up the consumer's ability to identify and diagnose online comments. |
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