Making Reservations Online
Making Reservations Online
Abstract: This study examines how consumer-written and system-aggregated user-generated content (UGC) on travel booking websites jointly influence consumer behavior. The purpose of this research is to test the effects of different types of UGC on various consumer behavior outcomes. Experiment 1 found a significant interaction effect between UGC type (consumer-written versus system-aggregated) and valence (positive versus negative) on product evaluation, perceived information value, and satisfaction. Experiment 2 found a significant interaction between consumer-written and system-aggregated UGC valences. When consumer-written UGC was negative, consumers demonstrated more negative product evaluation and lower buying intention, regardless of system-aggregated UGC valence. When consumer-written and system-aggregated UGC valences matched, consumers indicated greater perceived information value, satisfaction, and future behavioral intention. Trustworthiness partially mediated the effect of the fit between consumer-written and system-aggregated UGC on consumer satisfaction.
Related Research
-
The Natural StateKeith Wilson is the Producer of “The Natural State,” a feature documentary that premiered at the Telluride Film Festival. Description: In 1989, Julie Thayer, a wealthy mother from New York […]
-
Pleased to AnnounceKeith Wilson and his live documentary performance “Pleased to Announce” was featured in a Documentary Magazine interview with Academy Award winning editor Maya Daisy Hawke https://www.documentary.org/online-feature/why-am-i-doing-keith-wilson-talks-about-his-live-cinema-performance-awards-season Description: “How does the […]