Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity

This study conducted two experiments to determine the influence of review valence, review quantity, and the interaction effects between the two among consumers designated as conformist and non-conformist.(4) The results show that positive reviews are more effective than negative reviews in enhancing booking intentions and increasing the number of reviews can magnify the influence of review valence on booking intentions. Our analysis of valence indicated that reading positive reviews can have a stronger effect on booking intentions among individuals who are strongly inclined toward conformity. In addition, a greater number of reviews proved to be more persuasive among individuals displaying a low degree of conformity. Finally, the interaction effects among the three independent variables revealed that a larger number of negative reviews can be more damaging to the booking intentions of conformist individuals. In contrast, a larger number of positive reviews were shown to have a greater impact on non-conformists. (C) 2015 Elsevier Ltd. All rights reserved.