Research On The Hotels' Online Rating Dynamics And Its Moderators

The rapid development of E-commerce has brought about tremendous changes in people's lifestyles and behaviors.In an online consumption environment,in order to reduce the risk of online shopping uncertainty,consumers will make purchase decisions by reviewing online reviews and establishing expectations for products or services.Online reviews are important to purchase decisions because consumers provide independent product information after purchasing a product or service.However,due to the limited rationality of consumers,subsequent consumer comments are subject to varying degrees of prior comments.As a result,online reviews show a certain degree of dynamics,so it is necessary to study the dynamic impact mechanism of comments and the variables that regulate this mechanism of influence.This study examined the dynamic impact of prior reviews on subsequent reviews from the perspective of the impact of prior review average scores on subsequent ratings.In this paper,the comment period is divided into two stages: the pre-stage and post-stage.Through the real review data of the hotel on the “Qunar.com” platform.The empirical study found that in the pre-stage,the average score of the prior review negatively affected the subsequent score;in the post-stage,the average score of the prior review positively affected the subsequent score.Based on this research,combined with the characteristics of the review data and the support of relevant theories,this paper selects the variables that have been widely studied in other online review related research questions from three aspects,and explores the moderate effects of its dynamics in the scoring process.This paper selects the ordered logistic regression model to verify the relevant hypotheses,and discusses the robustness of the experimental results.The study found that commentator factors,commentary factors,and commentary scenarios mostly have a certain degree of moderation to the dynamic changes of the scores,and have different performances in the pre-stage and the post-stage.This article has two major innovations.First,in the study of the dynamic changes of the scores,the pre-review and post-review periods were distinguished,and the differences in the previous studies were explained to some extent.Secondly,in the study of the moderate variables related to the dynamic change of scoring,this paper studies the moderate role of reviewer factors,commentary factors and commentary scenarios in the pre-stage and post-stage based on the research basis of predecessors,and enriches the existing research content.The conclusions of this paper have important management significance.The conclusions of this paper help consumers to make correct purchase decisions and comment decisions,which helps merchants improve the efficiency of marketing strategies and customer management.In addition,it also provides a reference for the online platform to optimize the management of the platform merchants and the online comment experience.