Skip to main content

Research Repository

Advanced Search

The interaction effects of online reviews, brand and price on consumer hotel booking decision making

Wen, J.; Lin, Z.; Liu, X.; Xiao, S.H.; Li, Y.

The interaction effects of online reviews, brand and price on consumer hotel booking decision making Thumbnail


Authors

J. Wen

X. Liu

Y. Li



Abstract

When searching and booking a hotel online, consumers are exposed to multiple cues such as customer reviews, price, and brand names. This study aims to examine the level of diagnosticity and simultaneous effects of the three important decision cues: online review, price, and brand on consumer quality evaluation and hotel booking intention. Study 1 is a randomized controlled experiment of 2 (high versus low price) × 2 (positive versus negative online review) × 2 (familiar versus unknown brand). Study 2 replicates and extends Study 1 by further examining the three cues’ effects on both perceived quality and booking intention, and the mediation effect of perceived quality. The results reveal three-way interaction effects of multiple cues in consumers’ decision processes and indicate that negative reviews have a dominating effect on hotel booking intention, and the level of cue diagnosticity from high to low is: online review, brand familiarity, and price.

Citation

Wen, J., Lin, Z., Liu, X., Xiao, S., & Li, Y. (2021). The interaction effects of online reviews, brand and price on consumer hotel booking decision making. Journal of Travel Research, 60(4), 846-859. https://doi.org/10.1177/0047287520912330

Journal Article Type Article
Acceptance Date Feb 12, 2020
Online Publication Date Apr 4, 2020
Publication Date Apr 1, 2021
Deposit Date Feb 14, 2020
Publicly Available Date Mar 29, 2024
Journal Journal of Travel Research
Print ISSN 0047-2875
Electronic ISSN 1552-6763
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 60
Issue 4
Pages 846-859
DOI https://doi.org/10.1177/0047287520912330
Public URL https://durham-repository.worktribe.com/output/1270518

Files

Accepted Journal Article (1.1 Mb)
PDF

Copyright Statement
Wen, J. Lin, Z., Liu, X. Xiao, S. H. & Li, Y. (2020). The interaction effects of online reviews, brand and price on consumer hotel booking decision making. Journal of Travel Research Copyright © 2020 The Author(s) DOI: 10.1177/0047287520912330





You might also like



Downloadable Citations