University of Twente Student Theses


Online Hotel Reviews : The Impact of Polarity of Opinions on the Perception of Trust

Bordewijk, S.C. (2022) Online Hotel Reviews : The Impact of Polarity of Opinions on the Perception of Trust.

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Abstract:Online reviews have become the central point in a consumers search for the best product/service. Consumers as well as companies are influenced greatly, as both good and bad evaluations are posted online for everyone to see. Preceding literature has investigated online reviews in detail, but a gap remains as the influence of opinions polarity on consumers’ trust has not yet been researched in detail. This paper will aim to create a greater level of understanding, specifically aiming at the hotel sector. A survey study was designed to examine the relation between opinion polarity in hotel reviews and consumers’ trust. Results show that perceived trust is indeed higher for hotel reviews that are positively valanced. We can also see that trust is not influenced by opinion polarity when keeping valence constant. However, when we look at reviews with low valence we can see that perceived trust is higher for polar reviews, meaning that polarity of opinions does influence the perceived trust of consumers when a review is negatively valanced. Polarity of opinions thus does have some influence on consumers’ trust, but regardless consumers seem to be focused more on the valence of a review.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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