Study On The Influence Of Online Comments On The Purchase Intention For Hotel Customers

With the rising of online travel booking and hotel reservation,the purchase decisions process of the hotel consumers has progressively developed from the traditional mode to the line,more and more consumers are involved in the sharing and evaluation of hotel products,online browsing of other people's information on the use of hotel products and publishing their own relevant information of housing experience has become more and more consumers' habits.In the era of shared economy,it is more important for those consumers to spread their opinions on the online booking and the offline mode of the hotel for the consumption management.As for new consumers,online comments cannot only express their views,but they also get important information as its value has been recognized.And at the same time,good reputations is one of the most important factors that determine the success or failure of the hotel operations.In the past business process,the hotel provides consumers with existing services,and now the hotel provides the appropriate services based on the real needs of the guests,therefore,it is a new direction for management and operation of the hotel to pay attention to the experience of the consumers as the implementation of different service strategies for different customers is a new direction in the management and operation of the hotel.In recent years,scholars have done many researches on consumer online comments,but at present,there are few researches on online comments,and the attention needs to be improved.Therefore,this research can provide beneficial supplements for online comments.On the basis of previous research,this paper takes hotel consumers as the research object,and as the main research framework the impact of hotel online comments on customers purchase intention,introducing the intention of information adoption as an intermediary variable,introducing site type as an adjustment variable,that includes comment quantity,commentary quality,commentary quality,commentator reliability,timeliness of reviews,information adoption intention,purchase intention,website reputation as well as website dependence,and a theoretical model of hotel online reviews and customer purchase intention,depending on a theoretical model of online reviews and customer purchase of eight variables through a measurement scale and questionnaire to obtain statistical data,followed by the use of SPSS22.0 to do descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis and regression analysis on the related survey data that proves the relationship between these eight variables.Through statistical analysis,we're first going to verify the research model and theoretical hypothesis of this paper,as well as the positive impacts that these following four dimensions such as comment quantity,comment quality,commentator reliability and comment timeliness in online reviews,have on customer purchase intention.Secondly,we use SPSS 22.0 to do the descriptive statistics analysis,reliability analysis,validity analysis,correlation analysis and regression analysis to demonstrate the relationship between the above eight variables.Finally,according to the results of empirical research,combined with the influence mechanism of the hotel online reviews on customer purchase intention,to promote the hotel service and management puts forward related suggestions: including the importance of online comments,encourage consumers to conduct evaluation;quality improvement of online review,establish perfect supervision and management system;strengthen with influential tourism online website cooperation;improve the hotel reputation online,make network marketing innovation;hotel reservation and check-in system,improve customer service experience.