| Online reviews are one of the most important reference information for consumers in online shopping.After purchasing products or services online,consumers express their opinions on the products through online reviews,share their post-purchase experiences with other consumers,and communicate with merchants to help them improve product quality and website design.Potential consumers can further understand the product through online review information and assist in their purchasing decisions.The role of online review is even more important for hotel because hotel quality and services cannot be fully standardized,and consumers cannot actually experience the hotel services before check-in and therefore they face more uncertainty.In order to reduce the uncertainty,the reference to other consumer's online reviews has become important.As the development of mobile Internet technology,the increasing number consumers use their mobile phones for shopping and reviewing.As a new media terminal which is different from computers,mobile phone significantly impacts on our lives.Due to the differences in terminal devices,usage habits,and environments,online reviews posted by different terminals maybe different.Although the academic community has conducted extensive research on online reviews and mobile terminals,few studies has discovered on the impact of different terminal devices on online reviews.By understanding how different terminal devices influence online reviews can help consumers effectively select useful reviews and help merchants and third-party platforms identify useful information,improve service quality,and improve marketing strategies.Therefore,this article will use the hotel online review as an example to discuss whether the terminal device will have an impact on online reviews and answer how the terminal device influences online reviews in order to provide suggestions for the management of businesses and third-party platforms and enrich research content in this field.This article will use empirical research methods to study the impact of terminal devices on online reviews based on the previous literature.This paper studies the impact of terminal devices on online reviews from the perspective of online review ratings and the usefulness of online reviews.Using the hotel online review data of the Tripadvisor website,a multiple regression model was established to study the direct and indirect impact of terminal equipment on online reviews.The main contents and innovations are as follows:(1)Study the influence of terminal devices on the online review rating.Online hotel review data was collected from Tripadvisor's website.Review ratings were used as the dependent variable to study the direct impact of the terminal device on review ratings and the moderating effect of online review congregation behavior.As a result,it was found that terminal devices have a direct impact on review ratings and online reviews posted by mobile terminals have a relative lower rating.Also,the terminal device moderates the relationship between herd behavior and review ratings,and mobile phone reviews enhanced the positive relationship between historical rating averages and review ratings and weaken negative relationship between historical rating variances and review ratings,therefore,the use of mobile phone terminal reviews is more congruent.(2)Study the impact of terminal devices on the usefulness of online reviews.Using Tripadvisor website hotel online review data,the usefulness vote in the website is used to represent the usefulness of online reviews to study the direct influence of terminal devices on the usefulness of online reviews and the moderation of the relationship between review extremes,review length and usefulness.As a result,it has been found that terminal devices do not have a direct impact on the usefulness of online reviews.That is,when consumers read reviews,they will not pay attention to the terminal devices that publish the reviews,but the terminal devices will moderate the relationship between the extremes of ratings and usefulness.The reviews post by mobile phone,even if they are extreme reviews,are less useful.In addition,the terminal device also moderates the relationship between review length and usefulness.The review posted by the mobile phone may cause the content to be shortened due to interface limitations,thereby reducing usefulness. |
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