Journal
BEHAVIOUR & INFORMATION TECHNOLOGY
Volume 36, Issue 7, Pages 674-686Publisher
TAYLOR & FRANCIS LTD
DOI: 10.1080/0144929X.2016.1275807
Keywords
Review valence; emoticons; usefulness; credibility; booking intention
Categories
Funding
- European Social Fund (ESF)
- Greek State
Ask authors/readers for more resources
Online consumer reviews (OCRs) have received increasing scrutiny in recent years. The present study focuses on the effect of OCRs on consumers' perceptions and attitudes, when pictorial representation of consumer emotions is used in online hotel reviews. A 2 x 2 experimental study is designed to examine the effect of two independent variables: review valence (positive vs. negative) and emoticons use (no emoticons vs. emoticons). Research findings show that positive OCRs result in more positive attitude and higher booking intention. Interestingly, the presence of emoticons in negative reviews strengthens the review credibility and usefulness, but attenuates consumers' attitude towards the hotel and their booking intention. Managerial implications and research opportunities are discussed.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available