A Study On The Online Hotel Comments Based On Content Analysis

Online reputation systems can help buyers and sellers to measure trader’s personalcredibility, choose a trustworthy trading partners, provide information and a valuablereference for both of them, and establish and maintain trust relationships in order to protectthe online market order. However, present literature on online reputation systems researchhas solely focused on numerical (positive and negative) feedback ratings, ignoring the role offeedback text comments. In fact, the customer’s text comments contain a lot of morefine-grained information, which can make big contribution to both buyers and sellers, evenfor the electronic trading platform. This paper is based on customer’s text comments, usingcontent analysis to analyze the important role of text comments in establishing businesscredit and providing valuable information for both buyers and sellers.Data used in this paper is from Ctrip’s hotel review system. We chose64hotels ofdifferent stars, taking a cut-off date and grab the customer’s text comments as thesample.And content analysis is used to deal with these samples. First, we get creditcategories through decomposing words, statistical frequency and word classification. Thencoding rules is established on the basis of word segmentation results and reading reviews.Finally each text comment is converted into numerical ratings in accordance with the codingrules. After content analysis, the quantitative data is tested in reliability and validity to makesure they are efficacious. Using the data, we compare the new credit dimensions with thesite’s original dimensions, establish panel data model with statistical software of EVIEWS,and find the most important dimension for customers and how the dimensions affect theoverall satisfaction. After that, we analyzed how different types of hotel customers concernabout the dimensions of the hotel, and do a comparative analysis.Finally, according to theresults of the analysis, some meaningful proposals are presented to the hotel, the sitemanager and customer-related.