University of Twente Student Theses
Online reviews on Tripadvisor, how credible are they? : Experimental approach: manipulated by writing experience of the reviewer, review length and argument quality
Versteeg, M. (2020) Online reviews on Tripadvisor, how credible are they? : Experimental approach: manipulated by writing experience of the reviewer, review length and argument quality.
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| Abstract: | At the moment, online reviews are the most popular way for individuals to judge a particular product or service. Since TripAdvisor is the largest travel platform in the world, they play a major role for individuals. Online reviews are often anonymous, which makes it harder to influence the credibility of the review and the website. The aim of this study was to investigate whether different elements of the message and the source of a review increasing consumers’ perception of credibility and their online purchase intention. Mainly, this study focussed on the elements; writing experience of the reviewer, argument quality and review length. The data was collected by sending out the experiment online and visit school canteens (N=288). The average age of the respondents was 27 years old. Others than previous studies, which was surprising, results showed that people considered writing experience of the reviewer and review length as less important elements when judging the credibility of a review. Whereas, only argument quality influence consumers’ perception of credibility, as well, credibility mediates the effect of argument quality on consumers’ online purchase intentions. Moreover, there is almost no difference in credibility perceptions regards the length of a review when the reviewer used high qualitative arguments. Nevertheless, when the reviewer used low-quality arguments, shorter reviews were considered as more credible. Finally, this paper offers insight into elements that increase the credibility of online reviews on TripAdvisor, which eventually offers interesting topics for further research, and can be used by TripAdvisor to increase their credibility. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/82342 |
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