Research On The Impact Of Online Reviews On Luxury-hotel Consumers' Purchasing Decision

With the rapid development of Internet technology and e-commerce,people's concepts and patterns of consumption have undergone profound changes.Shopping online has become the mainstream shopping mode.But the majority of Internet users in the network shopping,because in the virtual environment,can not make an accurate evaluation to the quality and properties of physical,as a result,using the Internet search is the preferred way for the consumer to query information.In recent years,the research on consumer decision-making behavior has attracted the attention of scholars at home and abroad.They believe that online reviews,as a new sharing platform and information dissemination channel,have an impact on consumers' purchasing decisions,while online reviews,as luxury-hotel consumers,play a more obvious role when booking hotels online.So,this paper takes the five-star hotel in shijiazhuang city as an example to discuss the impact of online reviews on purchasing decisions of luxury hotel consumers,with the purpose of promoting luxury hotels to improve their service quality,management level,customer satisfaction and loyalty.First of all,on the basis of previous studies,this paper expounds the research progress of online hotel reviews,the impact of online reviews on hotel consumers' purchasing decisions,and defines relevant concepts and theories.Secondly,the online reviews of seven five-star hotels in shijiazhuang were obtained through ctrip by using octopus data collector and directly obtaining relevant data,and a comprehensive analysis was conducted.Thirdly,based on the previous research,three characteristic factors of online reviews are selected as the influencing factors of this research,namely,the quantity,quality and valence of online reviews,and the influence model of online reviews on purchasing decisions of five-star hotel consumers is constructed,and relevant research hypotheses are put forward.The paper questionnaire and network questionnaire were used to investigate the five-star hotel in shijiazhuang,and SPSS17.0 software was used for reliability and validity analysis,and structural equation analysis was used to verify the hypothesis proposed above.Finally,the conclusion is drawn that the quality of online comments and the valence of online comments positively affect consumers' purchase decision,while the quantity of online comments has no significant positive influence on consumers' purchase decision.There are mediating effects between consumption attitude and online review quality,online review quantity and online review potency.There was a moderating effect between onlinereview quality,online review potency and consumption attitude,but there was no moderating effect between online review quantity and consumption attitude.And based on this,specific suggestions are put forward for hoteliers.