The Research Of Hotel Consumers’ Purchase Intention Based On Online Reviews

With the rapid development of Internet technology, the Internet become acommunication and information tools to look for business and entertainment value. Especiallyin recent years, with the rise of online hotel reservations and tour bookings, hotel virtualcommunities become important sources of information, assessment center and sharingplatform, at the same time, hotel virtual community developed into a new model communityin which you can has a set of social, reviews value, the biggest difference between them isthat consumers can free hotel experience feelings in the community, these online comments inthe communities affect consumers willingness to buy the hotel.This paper explores the impact of online reviews to customer purchase intention,customer perception of trust online reviews as mediating variables. Build the theoreticalmodel of online reviews on consumer purchase intention on the basis of the literature review,which focused on the creditworthiness of the reviewers of the online reviews in the fourdimensions. Then the paper design measurement scales, and questionnaires to obtainstatistical data. Then it adopts statistic software to handle the data with descriptive analysis,reliability analysis, validity analysis, regression analysis and variance analysis.Basic statistical analysis verified the research model and theoretical assumptions, drawsome new conclusions: comment creditworthiness of the online reviews, reviews communityreputation, the comment quality and comments consensus will be positive effects on onlinereviews perception of trust, perceived trust has positive impact on consumers’ willingness tobuy; the creditworthiness of the online reviews of the reviewers, reviews the quality of andcomment on the consensus will have a direct positive impact on consumer willingness tobuy. At the same time, through the analysis of variance, women pay more attention to thereviews quality and creditworthiness relative to men, women perception of trust onlinereviews more than men, resulting willingness to buy more than men.Finally, according to the results of empirical studies for the hotel, this paper advises howhotel do network marketing, and improve service quality through recommendations.