| With the rapid development of Web2.0 and information technology,user-generated content has gradually become one of the channels for users to access information.Consumers change the identify between the information provider and the information demand-side,and more and more customers are willing to post comments after enjoying product.These reviews are also being watched by millions of consumers and provide data to support consumer decisions.But will these complex and diverse reviews affect the benefit of businesses? Faced with these reviews,should businesses give feedback to consumers? Currently,the websites are designed in various forms,should they be embedded in the comments information of third-party platforms,what information should be embedded in them? What comments do consumers care about when they make a reservation? These are the main topics in this article.Based on the existing literature review,this paper uses the empirical model to further study the impact of online reviews on online booking.This article focuses on the impact of online reviews on online booking from the perspective of pre-order and booking time.This paper examines the impact of online reviews and online feedback on online booking.Due to Expedia embedded third-party platform Trip Advisor website comments,this research need to collect online reviews online from Expedia and Trip Advisor.The paper also uses the online reviews and reservation data from well-known Chinese website—xiaomishu.com to study whether online reviews can affect consumers’ pre-booking time.The main research content and innovation points are summarized below:(1)We make a research about the impact of online reviews on online booking.The paper first uses Expedia’s reviews to study the bookings.It found that the amount of reviews,average rating,rating variance,and online feedback has significantly impact on Expedia’s bookings.The paper also includes the Trip Advisor’s data.The result is that the embedded platform of Trip Advisor’s reviews as control variables,Expedia’s online reviews have the same effect on Expedia’s bookings.The results further validate the credibility of the impact of online review of Expedia’s website on bookings.(2)We study the impact of online reviews from embedded platform on online bookings.Using reviews from Trip Advisor and Expedia,we find the amount of reviews on Trip Advisor can impact the bookings on Expedia.Otherwise,the amount of reviews on Trip Advisor can significantly adjust the impact of Expedia’s rating on bookings.(3)We study how online reviews can affect the time of online booking.We use the reviews and reservation from xiaomishu.com to study the impact of reviews on booking time.We find that average rating,rating variance,the richness of reviews and average interval for reviews will significantly affect the booking time.The richness and variance will significantly adjust the impact of average rating on booking time. |
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