酒店评论中感官线索对评论有用性的影响——基于心理模拟视角的实证分析

The Influence of Sensory Cues on the Usefulness of Hotel Reviews:Empirical Evidence from the Perspective of Mental Simulation

感官是消费者接触和获取产品信息的基础方式。近年来,企业营销战略也逐渐向“感官”转变,因此,对酒店评论中感官线索与评论有用性的关系研究值得关注。文章基于心理模拟视角,以携程网130家五星级酒店的69752条评论为样本,构建酒店领域感官情感词典,实现了酒店评论中感官线索的自动识别与情感计算,进而利用负二项回归计量模型,探讨感官线索的数量、维度以及情感等特征对酒店评论有用性的影响。研究结果显示:(1)感官线索数量对酒店评论有用性存在显著的积极影响,且不同感官线索对评论有用性的影响存在差异,其影响程度依次为嗅觉、视觉、味觉和触觉,而听觉线索对评论有用性的影响并不显著;(2)不同感官线索之间存在整合效应,即相较于单一维度感官线索,多感官线索对酒店评论有用性的影响更强,且感官维度叠加对评论有用性的影响比感官数量叠加对评论有用性的影响更强;(3)相较于负面感官线索,正面感官线索对酒店评论有用性的影响更强。该研究为感官体验研究提供了有益补充,同时,对酒店和平台的在线评论管理与感官营销实践具有重要的参考价值。

The senses are the basic means by which consumers identify and obtain product information.In recent years,marketing strategies have gradually shifted to focus on“sensory”processes.Thus,research on the relationship between sensory cues and consumer behavior in online reviews is warranted.The current study was conducted from the perspective of mental stimulation,taking 69752reviews of 130 five-star hotels on Ctrip.com as a sample.A sensory and emotional dictionary was constructed in the hotel domain,enabling the automatic recognition of sensory cues and emotional calculation of hotel reviews.A negative binomial regression measurement model was then used to explore the influence of the number,dimensions,and emotion-related characteristics of sensory cues on the usefulness of hotel reviews.The results revealed three main findings:(1)The number of sensory cues had a significant positive impact on the usefulness of hotel reviews,and different senses had different effects on the usefulness of reviews.The degree of influence operated in the order of smell,sight,taste,and touch,whereas the impact of audition on review usefulness was not significant.(2)There was an integration effect between different senses;that is,compared with single-dimensional sensory cues,multi-sensory cues exerted a stronger impact on the usefulness of hotel reviews,and the stacking of sensory dimensions had a greater impact on the usefulness of reviews than that of sensory numbers.(3)Compared with negative sensory cues,consumers indicated stronger perceived usefulness regarding positive sensory cues.The main research contributions of the current study were as follows:(1)All five domains of sensory cues were considered,and the differences in the effects of different sensory cues on the usefulness of hotel reviews were compared.Additionally,this study examined the mechanisms of action of sensory cues from a psychological simulation perspective.This study both compensates for the lack of sensory location and sensory dimensionality in previous studies,and also enriches the application context of mental simulation.(2)We confirmed the integration effect of multisensory cues in hotel reviews.Although the phenomenon of interactive integration of sensory cues has been supported by neuroscience and offline environments,the integration effect of different dimensions of sensory cues in online reviews has rarely been examined.The current study used a sensory-emotional dictionary to dimensionally classify sensory cues in hotel reviews and confirmed that consumers perceive reviews with multidimensional sensory cues as more useful than those involving single sensory cues.In addition,the current findings also indicated that the increase in the number of sensory cue dimensions had a stronger effect on the usefulness of hotel reviews than the increase in the number of sensory cues in the same dimension,further confirming the integration effect between different sensory cues in different dimensions.(3)A sensory-emotional dictionary was constructed to enable automatic recognition and emotional calculation of sensory cues,broadening the notion of sensory cue measurement.Whereas previous studies mostly used coding to measure sensory cues,the current study achieved automatic recognition and sentiment calculation of sensory cues by constructing a sensory-emotional lexicon for the hotel domain.This paper not only provides methodological insights for sentiment analysis of hotelrelated big data,but also provides new ideas for sensory experience research,and has reference value for online review management and sensory marketing practices of hotels and platforms.