The Impact of Online Negative Hotel Reviews and Merchant Response Strategies on Potential Consumers’ Purchase Intentions: A Perceived Trust Perspective

International journal of social science studies Pub Date : 2024-02-22 DOI:10.11114/ijsss.v12i2.6756

Xia Lin, Jiali Zhu

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Abstract

Based on online negative reviews, the paper explores the influence mechanism of emotional and attributive reviews on potential customers’ purchase intentions. Against the background of online hotel booking, using ability, benevolence, and integrity in perceived trust as intermediary variables, we constructed a two-factor group experiment with 2 (types of online negative reviews) × 5 (merchant response strategies). This study was conducted by randomly recruiting participants from a university, utilizing a questionnaire-based experimental approach. Two hundred fifty valid questionnaires were collected for statistical analysis, including t-test, analysis of variance, and structural equation model. This paper reveals the influence of online negative reviews and merchant response strategies on ability, integrity, and benevolence. It verifies the mechanism of three factors and potential customers’ purchase intention. Concurrently, this study provides crucial inspiration for hotel managers to focus on addressing the service quality issues in the reviews and develop tailored response strategies to enhance customers’ perception and trust.

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网上负面酒店评论和商家应对策略对潜在消费者购买意向的影响：感知信任视角

本文以网络负面评论为研究对象，探讨情感性评论和归因性评论对潜在顾客购买意愿的影响机制。以在线酒店预订为背景，以感知信任中的能力、仁慈和诚信为中介变量，构建了2（在线负面评论类型）×5（商家应对策略）的双因素分组实验。本研究采用基于问卷的实验方法，从一所大学随机招募参与者。研究收集了 250 份有效问卷，并进行了统计分析，包括 t 检验、方差分析和结构方程模型。本文揭示了网络负面评论和商家应对策略对能力、诚信和仁慈的影响。它验证了这三个因素与潜在顾客购买意向之间的作用机制。同时，本研究也为酒店管理者提供了重要的启示，即酒店管理者应重视解决评论中的服务质量问题，并制定有针对性的应对策略，以提高顾客的感知度和信任度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International journal of social science studies

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