Consumers' responses to ambivalent online hotel reviews The role of perceived source credibility and pre-decisional disposition

Electronic word-of-mouth (eWOM) is prevalent in today s lodging market and has potential to influence consumers decision making This study investigated how the presence of online reviewers personal identifying information (PII) may affect consumers processing of ambivalent online hotel reviews and hotel booking intentions The results of an experiment with a sample of 274 undergraduate students indicate that the presence of PII positively affects the perceived credibility of the online reviews When coupled with ambivalent online reviews the presence of PII significantly lowers consumers hotel booking intentions (C) 2010 Elsevier Ltd All rights reserved