Research On The Influence Of Online Review Quality On Tourists' Consumption Decision

With the rapid rise of Internet technology and social media platforms,Airbnb and Uber in foreign countries;the sharing economy model represented by short-term rental of piglets and Meituan in China has gradually become an important part of e-commerce.The shared shortterm rental platform relies on the Internet to connect landlords with idle housing assets(apartments,vacant rooms)with tourist consumers who need zero-hour accommodation.And due to the advantages of cost-effective shared short-term rental,strong experience,personalized service and other advantages gradually become an important choice for travel consumers.In addition,because the communication between platform merchants and travel consumers depends on the development of online platforms,online reviews generated by consumers after the purchase experience can solve the cause of asymmetric information exchange between merchants and consumers on the platform,which has always been an impact.One of the important factors in consumer purchasing decisions.Although existing research has pointed out that online reviews have a significant impact on consumer purchasing decisions,related studies have ignored the exploration of the relationship between online reviews of tourism services as experience products and tourism consumers;this is related to China's tourism industry and the sharing economy The practices of rapid prosperity and rapid development of online bookings do not match.Therefore,this paper sorts out online reviews,shared short-term rentals,and SOR theory-related literature.Based on the SOR model,based on the quality of online reviews,it determines that consumer perceived value and perceived risk are two mediating variables,and consumer cognitive needs are moderating variables.Investigate the impact mechanism on tourism consumer spending decisions.In the past,online reviews of consumer consumption decisions were mostly based on 3C products,books and other exploratory products.The research of online reviews in the rapidly developing shared short-term rental field in the tourism industry is one of the innovation points of this article;This is also in line with current social hotspots.In this context,this article uses the SOR model to set the quality of online reviews as independent variables,perceived value and perceived risk as intermediate variables,tourist consumption decisions as dependent variables,and cognitive needs as moderating variables.The research model of this paper is constructed.The preliminary questionnaire designed in this study was pre-experimented and revised to form the final questionnaire for this study.When conducting a questionnaire survey,use the questionnaire settings for preliminary screening to filter out those consumers who have not booked online travel and conduct in-depth surveys online and offline.A total of 312 valid questionnaires were obtained.After that,SPASS 22.0 and AMOS were used 23.0 The empirical analysis and verification of the research model is carried out.The process includes: descriptive statistics,reliability and validity analysis,exploratory factor analysis,correlation analysis,model matching analysis,model path verification,mediation effect verification,and adjustment effect verification.Through empirical analysis,this article draws the following conclusions:(1)The quality of online reviews has a significant impact on tourists' consumption decisions.(2)Perceived value and perceived risk have a dual mediating effect on the relationship between the quality of online reviews and tourists' consumption decisions(3)Cognitive needs can regulate the relationship between the quality of online reviews and the perceived risk of tourists.Studying the impact of online reviews on tourists' consumption decisions has important theoretical and practical significance.On the one hand,it enriches the theoretical research of shared short-term rentals and online reviews,on the other hand,it can promote the healthy development of shared short-term rentals.On the basis of empirical analysis,the author puts forward several optimization suggestions for shared short-term rents,in order to provide companies with a decision-making reference when using online reviews to promote the development of shared short-term rents.