Yiğit Can GÜLER, Farid HUSEYNOV

The Impact of Online Consumer Reviews on Online Hotel Booking Intention

Purpose – The aim of this research is to investigate the impact of Online Consumer Reviews (OCRs) onconsumers’ online hotel booking intention in the hospitality sector in Turkey. Design / Methodology / Approach - This study utilizes quantitative research techniques. A self administrated, 5 point Likert scale type online questionnaire was conducted in order to collect data. A totalof 204 volunteer participants who were interested in online shopping, have participated in the survey. Theresearch model consists of 7 independent and 2 dependent variables. While Review Source, Review Quality,Review Consistency, Review Volume, Review Recency, Negative Reviews and Positive Reviews areindependent variables; Perceived Credibility of Online Consumer Reviews and Online Hotel BookingIntention are dependent variables. Confirmatory Factor Analysis (CFA) and Structural Equational Model(SEM) were utilized while analyzing the research model of the study. Findings – According to findings of the research, both positive and negative OCRs affect the perceivedcredibility of OCRs. However, there is no statistically significant impact found that review source, reviewrecency, review consistency and review quality affect perceived credibility of OCRs. In addition, as perfindings of the research, review volume and perceived credibility of OCRs have statistically significantimpact on consumers’ online hotel booking intention. Discussion – People take into account other individuals’ opinions and comments when shopping online.This is particularly prominent in service sectors such as hotels that do not sell a tangible product. This studyhas investigated that the characteristics of OCRs influencing perceived credibility of OCRs and consumers’online hotel booking intention. Perceived credibility was found to have a mediator role betweencharacteristics of the OCR and online hotel booking intention. Findings of the study can be implemented byhotel brands in order to enhance customers’ online booking experience.

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