Research On The Impact Of Online Reviews Quality Characteristics On First-time Online Booking Intention Of Budget Hotel

With the rapid enlargement of domestic online hotel-booking market recent years,the third party tourism service platform(TPTSP),which is represented by C-trip company,has thrived to a marketable extent.Consumers can freely comment online and compare different hotels' information of the same level,which in turn makes TPTSP become an important information-sharing center.Because of the absence of information equivalence of online reservation,consumers become increasingly dependent on obtaining information from TPTSP.However,this makes some hotels use some strategies to get deceptive comments in order to attract more consumers.For example,they promise to give a rebate if anyone can leave a "thumb-up" comment or deliberately hire some people to give good comments even if they've never lived there.Due to this circumstance,consumers gradually focus on the quality and quality characteristics of these online reviews to prevent being interfered by the deceptive reviews.Budget hotel has become the most popular choice because of its high ratio of performance-to-price and excellent operating mode.In this background,based on the S-O-R Model,Elaboration Likelihood Model and Bounded Rationality Model,choosing the consumers of budget hotels as the subject,this paper investigate how the characteristics of online reviews quality effect the preference of possible consumers' first choice of the budget hotel.The characteristics of online reviews content and the characteristics of online reviews metadata are chosen to represent the argument(independent variable)—the characteristics of online reviews quality.The initial trust of consumers to a budget hotel is chosen as an intermediate variable and the brand popularity of one budget hotel is chosen as the adjusting variable.With all the variables,this paper investigates the mechanism of how characteristics of online reviews quality effect the preference of possible consumers' first choice of one budget hotel and proffer some feasible advice for budget hotels to improve their marketing strategy about "comments".This paper constructs a model to analyze the topic through summarizing related documents,analyzes the effects of four online reviews content characteristics(comprehensiveness,relativity,objectivity,facticity)and two online reviews metadata characteristics(timeliness,credibility)about the topic and analyzes how the brand popularity of hotels adjusts the effects.Besides,questionnaires,which are designed according to a related mature scale,are used to accumulate data in order to analyze the model in a quantitative way.This paper uses SPSS23.0 and AMOS22.0 to give a descriptive statistics analysis,reliability analysis,validity analysis,variance analysis,correlation analysis and a series of regression analysis and in turn testifies the validity of the model.The conclusion is drawn as follows.Online reviews quality characteristics will all positively effect the intention of the first reservation,and comprehensiveness and online review metadata characteristics(timeliness,credibility)will not have a direct effect,but other variables will have.Online reviews content characteristics(comprehensiveness,relativity,objectivity)and online reviews metadata characteristics(timeliness,credibility)will have a positive effect on the consumers' initial trust of budget hotels.In addition,the consumers' initial trust of budget hotels will positively effect their intention of the first reservation.Meanwhile,the initial trust plays an intermediary role in the whole effect process while the brand popularity will adjust the adoption of online reviews information.The larger the amount of people who know the brand is,the larger the effect of online reviews metadata characteristics will be on the initial trust.Conversely,the larger the effect of online reviews content characteristics will be on the initial trust.Besides,compared with male consumers,female consumers will be easier to trust the budget hotel through the online reviews quality characteristics.Finally,some feasible suggestions proffered to improve the budget hotels' review marketing strategies according to the quality of online reviews are as follows.For example,the cooperation with the third party tourism service platform should be enhanced.Besides,the management of online reviews quality,the divergent management of online reviews should be executed.Also,the converting function that company's feedback has on the negative comments should be paid more attention on.