Research On The User Behaviors In The Hotel Online Reviews Based On TAM Model

As the rapid development of the online reviews, the hotel online review emerged anddeveloped fast and now has a broad prospect for development. For users, online review isnot only the platform for them to express their own voice, but also an important channel toobtain information. Its great value has been recognized by the users, however, the onlinereviews, especially the hotel online reviews lack of the related research which paysattention to the users behaviors in the hotel online reviews, considering this circumstances,it is a useful complement to the research about online reviews, if someone carries out thehotels online reviews research. This study which based on the previous achievement, takesTAM as the main framework, and increases two external variables and an extensionvariable. One of the external variables is named individual capacity, the others is namedpsychological motivations, and the extension variable is named perceived risk. At this point,there are seven variables in the initial structure of the model of the users’ participationbehavior in the hotel online reviews, which are the individual capacity, psychologicalmotivation, perceived ease of use, perceived usefulness, perceived risk, attitude toparticipation, and behavior to participation. The purpose of this study is to demonstrate therelationships between the seven variables in the above model, in order to make the model tofit into the realistic situations.In the process of demonstrating，this study mainly uses the theoretical research andempirical analysis. First of all，make a reasonable explanation about the theoretical model;Secondly, conduct a questionnaire survey of users via questionnaire designed, and thenconduct descriptive statistics analysis, reliability analysis, validity analysis, factor analysis,and correlation analysis of SPSS17.0; at last, at last, revise the model according to the newconclusions.The study results showed that:Firstly, two common factors are extracted out of psychological motivation: one is“notional profits motivation” and the other one is “actual profits motivation”; Perceived risk is divided into two categories by the factor analysis, and these two risks are known asthe “perceived operational risk” and the “perception of reference risk ".Secondly, the individual capacity and the psychological motivations regulate thePerceived usefulness, perceived ease of use and perceived risk from different angles，withthe indirect effect on the attitude to participation, and the behavior to participation; at thesame time, the psychological motivation has a direct impact on the behavior ofparticipation.Thirdly, different from many conclusions of the study，the perceived ease of use has nolonger affected the perceived usefulness. There is a similar situation with the perceived risk:Perceived operational risk shows a significant negative correlation with the participationattitude, yet the perception of reference risk shows no obvious correlation with theparticipation attitudes, which is different from the general point of view that the perceivedrisk will have a negative impact on participation attitudes.Finally, try to make recommendations as a conclusion of this study from three aspects，namely increasing all types of hotel online reviews, enhancing the strength of themotivation of the users participating in the hotel online reviews and reducing the users’perceived risk.