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The Effect of Quality of Online Reviews on Purchase Decisions in Lodging Applications
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숙박 앱에서 온라인 리뷰품질이 구매결정에 미치는 영향

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Type
Academic journal
Author
Kim, Yong-Soon (동양미래대학교) Seo, Heon (인하공업전문대학)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.34 No.4(Wn.176)
Published
2022.4
Pages
297 - 313 (17page)
DOI
10.31336/JTLR.2022.4.34.4.297

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The Effect of Quality of Online Reviews on Purchase Decisions in Lodging Applications
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Abstract· Keywords

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The purpose of this study is to examine the casual relationships among quality of online reviews, perceived value, perceived risk, and purchase decisions. Many consumers consult online reviews before making travel arrangements. Due to the experiential nature of travel-related products, online reviews have become an increasingly popular information source in travel planning and have a profound effect on consumers’ buying decisions, particularly in Lodging booking. This study employed a questionnaire survey to test the hypotheses. In order to empirically analyze this, based on the survey responses of 274 consumers, we analyzed the data using SPSS 24.0 and AMOS 21.0. The results of this study are as follows.
First, quality of online reviews was positively related to perceived value and purchase decisions. Second, perceived value was positively related to purchase decisions. Third, quality of online reviews was negatively related to perceived risk. Fourth, one of the significant finding was that the link between quality of online reviews and purchase decisions mediated by a singular mediator of perceived value.
Finally, the summary, implications and limitations of the results with the future tasks were suggested.
#온라인 리뷰품질(Quality of Online Reviews) #지각된 가치(Perceived Value) #지각된 위험(Perceived Risk) #구매결정(Purchase Decisions)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌

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