| Online reviews come from real experiences of other consumers.To reduce the risk and uncertainty of shopping,many consumers use online reviews information as an important shopping decision.For a typical experiential product such as a hotel,different consumers have different requirements and perceptions of the hotel.A large number of hotels have caused difficulties for consumers to choose,so the real and effective reviews information is very important as a reference.The academic community has done a lot of research on hotel online reviews.It is also one of the important research directions to study the influence of consumers' subjective information feelings on th eir reviews.Psychological distance theory points out that consumers must undergo psychological processing in post-purchase comments,and consumers' perception of product or service distance will interfere with their judgment and selection of information,thus interfering with the process of information processing.This paper takes the hotel's online reviews as an example to explore the impact of psychological distance on online reviews and how psychological distance affects online reviews,in order to provide advice for merchants and third-party platforms and enrich the research in the field of online reviews.Based on the existing literature,this paper uses the empirical research method and build a multivariate regression model using the online review da ta of New York City hotels on the Tripadvisor website to explore the impact of psychological distance on online reviews from the perspective of online review scores and online user comments,the main research content and innovations of this paper are as follows:(1)Study the impact of psychological distance on online review scores.This part of the paper uses the online review score as the dependent variable to study the direct influence of the two dimensions of psychological distance on the review score and the regulatory effect on the herd behavior in the review score.The results show that in the direct impact,temporal distance has a positive impact on the review score,but the spatial distance has a negative impact;In the indirect influence,both the temporal distance and the spatial distance will negatively adjust the influence of the historical score mean on the current comment score,that is,temporal distance and spatial distance weaken herd behavior.(2)Study the impact of psychological distance on the level of effort of online review users.This part uses the length of the comment content to represent the user's effort as a dependent variable,verifies the impact of user satisfaction on the evaluation of comments,and studies the direct and indirect effects of the two dimensions of psychological distance on the user efforts of online review.It is found that the in the direct influence,both the temporal distance and the spatial distance will negatively affect the user's efforts.User satisfaction has a negative impact on the level of effort,and both temporal distance and spatial distance negatively adjust the impact of user satisfaction on user effort. |
PDF Full Text Request