The Influence Mechanism Of Online Comment On The Consumer‘s Hotel Booking Decision-based On ELM Theory

The development of mobile Internet and e-commerce has caused a certain impact on the traditional offline sales model,and more and more consumers choose to purchase goods online.In the traditional offline mode,consumers can go shopping,because they can see the physical form of the goods and make decisions through the information they get.The virtual nature of the Internet imposes certain restrictions on the channels through which consumers can obtain information.In this case,the consumer mainly evaluates whether the product is worth buying through the online commentary information of other consumers.As a typical service industry,the hotel's booking decisions are more susceptible to online reviews.Therefore,this article takes the hotel's online review as the research object,discusses its influence mechanism on consumer reservation decision-making,and enriches the research results of online reviews,and also puts forward some suggestions for the marketing of the hotel industry.First of all,based on the relevant literature,this study uses ELM(fine processing possibility model)to create two psychological paths in the consumer hotel booking decision process,namely the central path and the edge path,thus summarizing the theory of this paper.Model,the impact of online reviews on consumer hotel booking decisions.It mainly discusses the different online comment attributes such as the quality of comments,the comprehensiveness of comments,the number of reviews,the consistency of comments,and the influence of the credibility of the reviewers on the consumer's trust path to the hotel.The impact of its hotel booking decisions and the ability of recipients to adapt to online reviews and consumer trust.Secondly,using the survey research method to collect analytical data.By referring to the established variables at home and abroad to measure relevant variables,the relevant reliability and validity tests were carried out on the pre-investigation results,and the unreasonable questions were eliminated to form the final questionnaire.Then,the questionnaires were distributed online and offline,and 273 valid questionnaires were collected.The statistical software SPSS19.0 and AMOS17.0 were used to analyze the data and verify the research model and research hypothesis.The conclusions are as follows: First,the attributes of online reviews will affect the trust of consumers,and different types of online comment features will affect consumer trust through different paths,among which the quality of online reviews and the comprehensiveness of online comments.Consumer trust is influenced through the central path,and the score,the number of comments,the consistency of comments,and the credibility of the reviewer influence consumer trust through the edge path;second,trust between online reviews and hotel consumers' booking decisions To a certain intermediary role;third,in addition to the credibility of the reviewer,the recipient's professional ability in the online review of the quality of comments,the comprehensiveness of the comments,the number of ratings,the number of comments,the consistency of the comments and consumer trust It has a regulating effect.Finally,summarize the empirical results and make the following two suggestions for the hotel to use online reviews for marketing.First,customer segmentation according to different consumers,that is,changing the way online reviews are presented on the page according to the different professional capabilities of consumers;second,enterprises should establish a professional online comment evaluation system,such as encouraging more Consumers comment,introduce relevant expert comments,etc.