Time of day effects on consumers’ online review characteristics: Evidence from the homestay platform

IF 7.6 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
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引用次数: 0

Abstract

Considering the unique mechanism underlying time of day effects due to biological clock on cognition, mood, and behavior, this study seeks to investigate the time of day effects on consumers' online review characteristics in the context of homestay platforms. Mixed approaches were employed, where the textual analysis and econometric analysis were based on the dataset with 189,523 reviews received from Tujia and an online randomized experiment recruited 378 participants. The results show that in the daytime consumers are under high cognitive load and more likely to rely on affective processes rather than cognitive processes when they craft online reviews, and conversely in the nighttime. The emotional expressions extracted from review texts and reflected in online ratings suggest consumers' mood change along time of a day, which further influences their review texts crafting and online ratings posting. Positive (negative) emotions are found to be stronger (weaker) in the daytime than nighttime. This work is conducive to enrichment in extant literature in hospitality academia and numerous rationales and theories in psychology field. Our work suggests important implications for homestay platform operations, hosts' managerial strategies, and consumers’ decision-making.
时间对消费者在线评论特征的影响:来自民宿平台的证据
考虑到生物钟对认知、情绪和行为的独特影响机制,本研究试图探讨在民宿平台背景下,时间对消费者在线评论特征的影响。研究采用了混合方法,其中文本分析和计量分析基于从途家收到的189,523条评论数据集,在线随机实验招募了378名参与者。结果表明,白天消费者的认知负荷较高,他们在撰写在线评论时更倾向于依赖情感过程而非认知过程,反之亦然。从评论文本中提取并反映在在线评分中的情感表达表明,消费者的情绪会随着一天中不同时间的变化而变化,这进一步影响了他们的评论文本撰写和在线评分发布。研究发现,积极(消极)情绪在白天比在夜间更强烈(更微弱)。这项研究有助于丰富酒店业学术界的现有文献以及心理学领域的众多原理和理论。我们的研究对民宿平台的运营、房东的管理策略和消费者的决策具有重要意义。
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来源期刊
CiteScore
13.30
自引率
8.40%
发文量
177
审稿时长
45 days
期刊介绍: Journal Name: Journal of Hospitality and Tourism Management Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.) Scope: Broad range of topics including: Tourism and travel management Leisure and recreation studies Emerging field of event management Content: Contains both theoretical and applied research papers Encourages submission of results of collaborative research between academia and industry.
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