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The influence of proportion positive online reviews and the disclosure of travel companion information on general trust in online reviews, perceived risk, booking intention, and WOM-intention

Haas, J.E. (2016) The influence of proportion positive online reviews and the disclosure of travel companion information on general trust in online reviews, perceived risk, booking intention, and WOM-intention.

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Abstract:The results of this experimental study indicated that the proportion of positive online reviews do have an effect on perceived risk, booking intention and WOM-intention. This study has revealed that the respondents experience a difference in perceived risk, booking intention, and WOM-intention between the versions 50%-100% positive online reviews presented in a message set, and between the versions 50%-70% positive online reviews presented in a message set. When there are more positive than negative online reviews presented in a message set, consumers experience less risk, are more willing to book the hotel and are more willing to talk positively to others regarding the hotel. No significant difference has been found between the versions 70% and 100% positive online reviews presented in a message set. Besides that, it turned out that the disclosure of travel companion information does not influence consumers’ attitude and intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69635
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