Unveiling The Effects Of Attitude Ambivalence In Conflicting Online Hotel Reviews On Consumers’ Behavioral Responses

Conflicting online hotel reviews have seen insufficient consideration in the literature.This thesis fills this void by examination of conflicting attributes in online hotel reviews.In response,we developed and validated two conceptual frameworks in the investigation of conflicting attributes in online hotel reviews.We proposed these research models based on two types of conflicting information in online hotel reviews;(1)emotional,subjective,and vacuous information,and(2)factual,objective,and logical information.The study one offers a conceptual framework based on emotional,subjective,and vacuous information in online hotel reviews.This research model that elaborates how conflicting attributes in online hotel reviews(i.e.,perceived informativeness and perceived persuasiveness)lead to consumers’ attitude ambivalence and psychological discomfort,which determine their behavior(i.e.,reviews evaluation and intentions to use),and how anticipated conflicting reactions(ACRs)moderate the relationships between conflicting attributes(i.e.,perceived informativeness and perceived persuasiveness)and attitude ambivalence.This study used a Chinese setting,and convenience sampling technique to collect data.We approached respondents at Beijing international airports(i.e.,terminal 2 and 3)and used a personally administered questionnaire to collect data.This study has a sample of 476 inbound tourists who have stayed or planned to stay in 3-and 4-star hotels in Beijing.We employed IMB SPSS 25.0 and Amos 23.0 to analyze the data.We checked the normality of data with Skewness and Kurtosis was within the thresholds level(±1,±3).The effects of control variables were found insignificant.The findings reveal significant effects of conflicting attributes on attitude ambivalence that affects consumers’ psychological discomfort,which negatively influences reviews evaluation.Conversely,psychological discomfort positively affects intentions to use.Anticipated conflicting reactions positively moderate the relationships between conflicting attributes(i.e.,perceived informativeness and perceived persuasiveness)and attitude ambivalence.This study contributes to theory of heuristic systematic model,and enhances the body of consumer psychology,service management,information processing,and consumer behaviour.From the perspective of industry,the present study provides valuable suggestions to hotel firms and travel review websites about how to encourage ambivalent consumers.This study has few limitations and provides future directions to the scholars of tourism and hospitality sector.The authors took another initiative to examine the conflicting attributes in online hotel reviews from the aspect of factual,objective,and logical information.We fill this void by developing a model that conceptualizes how the conflict ing attributes of perceived review factuality and perceived review comprehension in online hotel reviews lead to the tourists’ attitude ambivalence and psychological discomfort that determine consumers’ behaviour(i.e.,choice deferral and purchase intentions).How dialecticism moderates the associations between conflicting attributes(i.e.,perceived review factuality and perceived review comprehension)and attitude ambivalence.This study uses a Chinese setting and a sample of 457 consumers who have stayed or planned to stay in 3-and 4-star hotels.Findings show significant effects of conflicting attributes(i.e.,perceived review factuality and perceived review comprehension)on attitude ambivalence and psychological discomfort,that psychological discomfort has a positive influence on choice deferral and negatively affects purchase intentions,and that dialecticism positively moderates the relationships between conflicting attributes(i.e.,perceived review factuality and perceived review comprehension)and attitude ambivalence.This study contributes to various literature(i.e.,information processing,consumer psychology,and service management)and hospitality practices(i.e.,hotels and travel reviews websites)and recommends future directions for hospitality and researchers.