时间越长越好?在线评论长度对游客信任和旅游意愿的影响

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2023-08-11 DOI:10.1177/13567667231193436

Chien-Jung Molly Huang, Shih-Chieh Chuang, Yin-Hui Cheng, Chia-Chen Hsieh

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引用次数: 0

摘要

研究表明，与短评相比，长在线评论往往能激发更多的信任。然而，评论长度对信任的影响忽略了广告怀疑对作者身份的影响，更具体地说，忽略了网络名人和业余爱好者激发的不同信任和访问意愿。为了弥补这一研究空白，进行了三项研究。结果表明，当游客知道评论是由业余爱好者而非网络名人发布时，他们在长评中的信任度和访问意愿高于短评。有趣的是，造成这种现象的原因是消费者怀疑网络名人写的长评是广告，因此他们认为这些评论不太可信。此外，一致性以及相互依存的自我建构打破了作者身份的干扰，从而消除了广告怀疑。

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The longer the better? The impact of online review length on tourist trust and visit intention

Research has demonstrated that long online reviews tend to inspire more trust than short reviews do. However, the effect of review length on trust overlooks the influence of advertisement suspicion on author identity and, more specifically, the different levels of trust and visit intention inspired by Internet celebrities versus amateurs. To address this research gap, three studies were conducted. The results showed that tourists have higher levels of trust and visit intention in long reviews than in short reviews when they know that the reviews are posted by an amateur rather than an Internet celebrity. Interestingly, the reason for this phenomenon is consumers' suspicion that long reviews written by Internet celebrities are advertisements, and thus they perceive such reviews as less credible. Further, conformity, as well as the primed interdependent self-construal, breaks the interference of the author's identity, and thus advertising suspicion disappears.

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.