본문 바로가기
KERD
논문KCI 등재

Which is More Important in Useful Online Review? Heuristic-Systematic Model Perspective

구철모|정남호|정희정|이현애
한국지식경영학회 (The Knowledge Management Society of Korea)|2018.12|지식경영연구 (Knowledge Management Research)|제19권 제4호|pp. 1-17|DOI 10.15813/kmr.2018.19.4.001

1

조회

0

다운로드

7

인용

0

참고문헌

키워드

TripAdvisorOnline hotel reviewUsefulness of online reviewHeuristic-systematic model
주제분류경영학

초록

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic a nd systematic c ues composing an online review i nfluencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

Abstract

Hotel consumers tend to rely on online reviews to reduce the risk to hotel products when they book hotel rooms because hotel products are high-risk products due to their intangibility. However, the development of ICT has caused information load, and it is an important issue to be perceived as useful information to consumer because a large amount of information complicates the decision making process of consumers. Drawn from Heuristic-Systematic Model(HSM), the present study explored the role of heuristic a nd systematic c ues composing an online review i nfluencing consumers’ perception of hotel online reviews. More specifically, this study identified reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo as heuristic cue, while review length, cognitive level of review and negativity in review as systematic cues. The binary logistic regression was adopted for analysis. This study found that only systematic cues of online review were found to affect the usefulness of it. Moreover, we preceded further study examining the moderating effect of seasonality in the relationships between systematic cues and usefulness.

참고문헌 (51)

  1. 구철모, "관광경험에서의 스마트폰 활용 행태와 사용자 임파워먼트와의 관계에 관한 연구: 중국인을 대상으로", 지식경영연구, 17(1), pp.153~172 (2016), 한국지식경영학회[DOI]
  2. 정남호, "인스타그램에서 사회적 관계 형성을 위한 사진 공유에 영향을 미치는 요인에 관한 연구", 지식경영연구, 17(4), pp.128~146 (2016), 한국지식경영학회[DOI]
  3. Adam, I., "Do back packers suffer crime? Empirical investigation of crime perpetrated against backpackers in Ghana", Journal of Hospitality and Tourism Management, 27, pp.60~67 (2016)
  4. "Consumer research identif ies how to present travel review content for more bookings" (2015)[URL]
  5. Baek, H., "Helpfulness of online consumer reviews:Readers’ objectives and rev iew cues", International Journal of Electronic Commerce, 17(2), pp.99~126 (2012)
  6. Byun, J., "Effective destination advertising: Matching effect between advertising language and destination type", Tourism Management, 50, pp.31~40 (2015)
  7. Chaiken, S, "Heuristic versus systematic information processing and the use of source versus message cues in persuasion", Journal of personality and social psychology, 39(5), pp.752~766 (1980)
  8. Chaiken, S., "A theory of heuristic and systematic information processing", Handbook of theories of social psychology, 1, pp.246~266 (2011)
  9. Chevalier, J. A., "The effect of word of mouth on sales: Online book reviews", Journal of marketing research, 43(3), pp.345~354 (2006)
  10. Djekic, P., "Preventing application software piracy: An empirical investigation of technical copy protections", The Journal of Strategic Information Systems, 16(2), pp.173~186 (2007)
  11. Ert, E., "Trust and reputation in the sharing economy: The role of personal photos in Airbnb", Tourism Management, 55, pp.62~73 (2016)
  12. Fabrigar, L. R., "The role of the affective and cognitive bases of attitudes in susceptibility to affectively and cognitively based persuasion", Personality and social psychology bulletin, 25(3), pp.363~381 (1999)
  13. Filieri, R., "Why do travelers trust TripAdvisor? Antecedents of trust towards consumergenerated media and its inf luence on recommendation adoption and word of mouth", Tourism Management, 51, pp.174~185 (2015)
  14. Gilly, M. C., "A dyadic study of interpersonal information search", Journal of the Academy of Marketing Science, 26(2), pp.83~100 (1998)
  15. "MasterCard 2015 Global Destination Cities Index" (2015)[URL]
  16. "International Visitor Survey" (2016)[URL]
  17. Jacoby, J., "Tracing the impact of item-by-item information accessing on uncertainty reduction", Journal of Consumer Research, 21(2), pp.291~303 (1994)
  18. Jin, Y., "Are information-rich reviews really helpful? An empirical study of online product reviews on Amazon.com", Post-ICIS, LG CNS, 2013, ~
  19. Explaining negativity biases in evaluation and choice behavior:Theory and research, "Kanouse, D. E", ACR North American Advanced, 703~708 (1984)
  20. Kassinis, G. I., "Environmental and quality practices: using a video method to explore their relationship with customer satisfaction in the hotel industry", Operations Management Research, 8(3-4), pp.142~156 (2015)
  21. Kuan, K. K., "What makes a review voted? An empirical investigation of review voting in online review systems", Journal of the Association for Information Systems, 16(1), pp.48~71 (2015)
  22. Kusumasondjaja, S., "Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence", Journal of Vacation Marketing, 18(3), pp.185~195 (2012)
  23. Lee, H. A., "Helpful reviewers in TripAdvisor, an online travel community", Journal of Travel &Tourism Marketing, 28(7), pp.675~688 (2011)
  24. Lin, P. J., "Perceived risk and risk-relievers in online travel purchase intentions", Journal of Hospitality Marketing & Management, 18(8), pp.782~810 (2009)
  25. Liu, Z., "What makes a useful online review? Implication for travel product websites", Tourism Management, 47, pp.140~151 (2015)
  26. Martin, B., "The interaction of message framing and felt involvement in the context of cell phone commercials", European Journal of Marketing, 33(1, pp.2) (1999), 206~218
  27. Mudambi, S. M., "What makes a helpful review? A study of customer reviews on Amazon. Com", MIS quarterly, 34(1), pp.185~200 (2010)
  28. Nagelkerke, D., "A Note on a general definition of the coefficient of determination", Biometrika, 78(3), pp.691~693 (1991)
  29. "NEWSPIM" (2012)[URL]
  30. O’brien, R. M, "A caution regarding rules of thumb for variance inflation factors", Quality & Quantity, 41(5), pp.673~690 (2007)
  31. Pera, R., "Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation", Journal of Interactive Marketing, 35, pp.44~55 (2016)
  32. Pennebaker, J. W., (2007), liwc. net
  33. Racherla, P., "Perceived ‘usefulness’ of online consumer reviews: An exploratory investigation across three services categories", Electronic Commerce Research and Applications, 11(6), pp.548~559 (2012)
  34. Schuckert, M., "Hospitality and tourism online reviews:Recent trends and future directions", Journal of Travel & Tourism Marketing, 32(5), pp.608~621 (2015)
  35. "Seoul Statistics" (2016)[URL]
  36. Sirakaya, E., "Building and testing theories of decision making by travelers", Tourism management, 26(6), pp.815~832 (2005)
  37. Sundar, S. S., "Arousal, memory, and impression-formation effects of animation speed in web advertising", Journal of Advertising, 33(1), pp.7~17 (2004)
  38. Sussman, S. W., "Informational influence in organizations: An integrated approach to knowledge adoption", Information systems research, 14(1), pp.47~65 (2003)
  39. Tabachnick, B. G., "Using multivariate statistics" (2007), Allyn & Bacon
  40. Tajfel, H., "An integrative theory of intergroup conflict", The social psychology of intergroup relations, 33(47), pp.33~74 (1979)
  41. Tidwell, L. C., "Computer‐mediated communication effects on disclosure, impressions, and interpersonal evaluations: Getting to know one another a bit at a time", Human communication research, 28(3), pp.317~348 (2002)
  42. "TripAdvisor" (2016)[URL]
  43. Vermeulen, I. E., "Tried and tested: The impact of online hotel reviews on consumer consideration", Tourism management, 30(1), pp.123~127 (2009)
  44. Wei, W., "Customer engagement behav iors and hotel responses", International Journal of Hospitality Management, 33, pp.316~330 (2013)
  45. Weiss, A. M., "Listening to strangers: whose responses are valuable, how valuable are they, and why?", Journal of Marketing Research, 45(4), pp.425~436 (2008)
  46. Willemsen, L. M., "“Highly Recommended!” The content characteristics and perceived usefulness of online consumer reviews", Journal of Computer‐Mediated Communication, 17(1), pp.19~38 (2011)
  47. Zeithaml, V. A, "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence", The Journal of marketing, 52(3), pp.2~22 (1988)
  48. Zhang, K. Z., "Understanding the Informational Social Influence of Online Review Platforms", ICIS 2010 Proceedings, 71, pp.1~17 (2010)
  49. Zhang, L., "Online Reviews The Role of Information Load and Peripheral Factors", Journal of Travel Research, 55(3), pp.299~310 (2016)
  50. Zhang, W., "Capitalizing on content: Information adoption in two online communities", Journal of the Association for Information Systems, 9(2), pp.73~94 (2008)
  51. Zhang, K. Z., "Examining the influence of online reviews on consumers’ decisionmaking:A heuristic–systematic model", Decision Support Systems, 67, pp.78~89 (2014)

이 간행물의 다른 논문 (10건)

팀 내·외부 관계망이 지식 중개자 활동에 미치는 영향강민형, 김병수pp. 19-37경영컨설팅이 기업의 경영성과에 미치는 영향에 관한 연구: 컨설팅 요소의 탄력성 분석과 기업의 업력 기준 집단분석이유환, 서영욱pp. 39-58Customer Classification and Market Basket Analysis Using K-Means Clustering and Association Rules: Evidence from Distribution Big Data of Korean Retailing Company무홍레이, 이영찬, 리우룬칭pp. 59-76공급 사슬 참여 기업간 기존 거래 관계와 IT 기반 협업 활동이공급 사슬 성과에 미치는 영향: 흡수 역량을 중심으로이원준, 박기우, 강윤정pp. 77-98가치 기반 수용모델에 기반한 지능형 개인비서 서비스 사용에 대한 실증 연구김보라, 박현선, 김상현pp. 99-118
원문 보기