The Research Of Hotel Consumers' Behavior Intention Based On Online Reviews

With the rapid development of internet technology, the lifestyle subsequently has changed dramatically and thus has emerged a new consumer behavior. People have been used to searching information with all means before their consumption, then express their experiences and comments later. Online reviews thus have played a more and more important role in people's life.Under such circumstances, the thesis takes customers of hotel as the object to study the consumption pattern and characteristics by investigating the influence of online review on customers'buying behaviors and communication intention to provide new approaches and thinking for internet marketing of hotels.Based on the literature review, the research constructs a theoretic model to study the influence of online review on customers'behavior intention, designs a measurement inventory, and hands out a questionnaire to get the statistics. Then it adopts statistic software to handle the data with descriptive analysis, reliability analysis, validity analysis, regression analysis and variance analysis. Through the statistic analysis, it verifies the research mode) and hypothesis and reaches the conclusions. After the empirical study, it discovers that the review quantity and form have no conspicuous effect on customers'perceived risk and trust, the involvement only affects partially in regulating between online review and perceived risk while has no distinct influence on the regulation between the online review and trust. Yet the perceived risk has a remarkably negative influence on trust. Lastly, the research puts forward some suggestions concerning how to conduct intemet marketing well from the perspectives of foundation work, publicity and communication based on the research results.