The Value Of Official Responses Based On Hotel Online Reviews

By the end of December 2017,the number of netizens in China has reached 772 million,and the penetration rate is over 4.1%of the global average level.Almost every person has commented online reviews every day.In recent years,the acceleration of domestic broadband,the upgrading of mobile phone communication technology,the technological breakthroughs of domestic mobile phone manufacturers and the rise of online sales platform have provided an excellent market environment for the wide application of online reviews.The rise of online reviews has aroused widespread concern in the industry and academia.Many online sales platforms have launched online reviews.How to manage online reviews is very important for online sales businesses.More and more consumers rely on online reviews to make purchase decisions,and online word-of-mouth have gradually become a major factor affecting consumers’ decisions.But most of the current researches on online reviews focus on one side,that is,consumers’ online reviews,while ignoring the other one,official responses.To solve this problem,this article studied the different forms of official responses.Based on three pretests and a formal survey we found that:(1)Different official reply modes get different internet word-of-mouth,and perceived quality dimensions is significantly higher than the purchase intention dimension;(2)Official responses can make the goods get bigger word of mouth effect;(3)The fast,matching and objective official responses can get a greater reputation;(4)Timelines have a moderating effect,objectivity have a mediating effect;(5)The major factors influencing online reviews reputation is as follows:consumer reviews and official responses,consumer reviews,official responses.The research results of this article is frontier,systematic and authoritative which deepen the exploration of online review theory,and provid a scientific decision-making basis for enterprises to choose online marketing strategies,and helped businesses to avoid marketing risks and enhance brand value.