酒店在线负面评价回复策略对消费者购买意愿的影响研究——以景德镇K酒店为例

The Impact upon Consumers'Purchase Intention Exerted by Response Strategies for Online Negative Reviews of Hotels:A Case Study of Hyatt Select Hotel in Tao Xichuan of Jingdezhen

从商家视角出发,基于服务补救理论和消费者信任感知风险理论探讨酒店在线负面评价回复对消费者购买意愿的影响。采用问卷调查法及情景假设实验法,基于酒店在线负面评价的不同回复策略构建实验情景以调查问卷的方式收集数据,随后对数据进行图标分析。研究发现,消费者对酒店在线评论的不同回复方式对消费者的信任感知和风险感知存在差异,从而影响消费者的购买意愿。最后,本文基于此研究结果对酒店关于在线负面评价的回复策略提出了建议。

Based on the theory of service recovery and the theory of consumer perceived trust and risk,this paper discusses how responses to the online negative evaluation of hotels influence consumers'purchase intention.With different response strategies targeted at the online negative evaluation of hotels,the current study constructed experimental scenarios and collected data by questionnaire and then performed icon analysis on the data.The result shows that different responses to online reviews of hotels may lead to different trust perception and risk perception,thus affecting consumers'purchase intention.Finally,based on the research results,this paper provides some suggestions on the response strategy dealing with online negative reviews of hotels.