| In recent years,with the rapid development of online platforms,online consumption on online platforms has become a fashion of The Times,hotel online consumption as the main force of the online market,more and more consumers began to buy and book hotel products through online platforms.At the same time,online reviews and online ratings are constantly produced and enriched.Online reviews and ratings on online platforms have an important impact on product sales and consumer decision-making.Online rating is an important part of online review,which is more comprehensive,more intuitive and easier to understand than online review.It also has a more direct impact on consumers’ booking and purchase decisions.However,with the emergence of online comments and scores on online platforms,information fraud,water army and other phenomena,consumers are faced with information overload,how to identify high-quality information,how to improve the information quality of online comments and scores,and how to improve the usefulness of online scores has become a research hotspot in academia.At present,scholars mainly focus on information overload,authenticity of information and inconsistency of score,and rarely study the impact of online score on consumer usefulness from the perspective of online score generation mechanism of online platform.From the perspective of the generation mechanism of online score,online score is a comprehensive score generated by consumers through scoring various dimensions of the scoring index set by the online platform.Consumers’ perception of online rating indicators,as well as diagnosable differences,will affect the final result of the rating.The inconsistency of online scoring can not only reflect the objective situation of hotel products and services,but also increase the difficulty of decision-making for potential consumers.Therefore,it is necessary to study the usefulness of online scoring for consumers from the perspective of online scoring generation.Through observation,this is found that with the increase of online platforms,the inconsistency of online ratings of the same hotel on different platforms increased.There are many reasons for this phenomenon.From the perspective of the generation mechanism of online scoring,this study believes that the online platform’s scoring indicators lack sense and diagnosable information,which makes it difficult for consumers to make a clear judgment on these indicators,resulting in the deviation between the final score results and consumers’ actual hotel experience.This makes the score unable to provide reference for later consumers,and ultimately reduces the usefulness of online score to consumers.Based on this,by analyzing the online rating text of hotels,this study extracts the perceived objects of consumers’ evaluation of hotels according to the evaluation factors and words of consumers’ reviews,determines the high-frequency perceived objects of consumers’ on hotels and takes them as the secondary evaluation indicators of the online rating index system of hotels,and combines the diagnosable theory of information.The second level index is transformed into diagnosable index,and the diagnosable index affecting consumer score is obtained.The index is taken as the third level index of hotel online score system,and the hotel online score index system is constructed.Then,Chengdu Hengbang Tianfu Sheraton Hotel as the object of the actual case analysis,to verify the hotel online scoring index system is scientific and reasonable.Finally,the results of the case are analyzed,and according to the results,the relevant suggestions on how to improve the usefulness of hotel online rating to consumers are put forward.This study aims to provide guidance and reference for online platforms to build online scoring index system,so as to improve the usefulness of online scoring to consumers and help online platforms better manage online scoring. |
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