Research On The Influence Of Online Review Of B&B Hotels On Customer Decionsion-making

With the rapid development of science and technology,the Internet has become more and more close to people’s lives.In the past,consumers’ product information mainly depended on traditional word-of-mouth,and now the influence of traditional word of mouth has been gradually replaced by online word of mouth.Internet users are more and more willing to share their experience after their use of products in the network space for the reference of potential consumers.Online reviews have become a new era.The relationship between consumer online reviews and consumer decision making has also become one of the research hotspots.Similarly,online reviews play an important role in the formulation of tourists’ travel decisions.For example,more and more tourists will prebook hotels ahead of time on the Internet,and make a comprehensive reference to online reviews during the booking process,and finally make a decision on which hotel to make.In the mainland,there has been an explosive growth in the number of residential areas.Although the homestay has become increasingly popular among tourists,how online reviews affect the choice of tourists’ home stay is still lacking.This article will take the residential hotel as the research object,and analyze the impact relationship between the commentary information and consumers from the perspective of information dissemination.On the basis of the systematic review of online reviews and consumer purchase decisions,this paper first studies the content of the information contained in the online commentary and the components of the information,through the literature research method and the questionnaire survey method,and then the simulation experiment method is adopted to edit the virtual website and invite the subjects.The interaction of three important factors,including the number of online commentary release,the tendency of online commentary,and the content of the content of online commentary,was further discussed in this paper.The results show that seven factors such as the number of online commentary,the depth of the reader,the credibility of the online commentary carrier,the content of the online commentary,the inclination of the online commentary,the professionalism of the online commentary readers and the intention of the customer will affect the customer’s decision-making.Moreover,there are some interaction effects between the number of online reviews,the tendency of online reviews and the enrichment of online commentary on home stay.The results of this study have a certain value for the residential enterprises,and can help the owners to understand the needs and preferences of the tourists on the online commentary and provide a reference for the online marketing.