THE EFFECT OF PERCEIVED USEFULNESS OF ONLINE REVIEWS ON HOTEL BOOKING INTENTIONS

Published: 9 Apr 2020 | Version 1 | DOI: 10.17632/n8ctb4fcg5.1
Contributor(s):
  • Rinaldo Oliveira,
    Unspecified
  • Elaine Christina Gonçálves Dá Rós Baldam ,
    Unspecified
    Universidade Federal do Espirito Santo
    Elaboração da revisão da literatura, condução da coleta de dados e da análise estatística dos dados, e contribuição na análise dos resultados e conclusões.
  • Fábio Reis da Costa,
    Business, Management and Accounting
    Fundacao de Apoio a Escola Tecnica do Estado do Rio de Janeiro - FAETEC
    Revisão da introdução, objetivos e da justificativa do tema de pesquisa, bem como do referencial teórico, validação do modelo conceitual e hipóteses, e revisão da análise dos resultados e discussões.
  • Anderson Soncini Pelissari
    Anderson Soncini Pelissari
    Universidade Federal do Espirito Santo
    Revisão da introdução, objetivos e da justificativa do tema de pesquisa, bem como do referencial teórico, e validação do modelo conceitual e hipóteses. Revisão geral do artigo, com ênfase na análise dos resultados e na identificação de contribuições teóricas e práticas.

Description of this data

The growth of the Internet has enabled consumer-to-consumer interactions through online platforms where users share content and influence the purchase decisions of other consumers. The objective of this research is to identify the effect of perceived usefulness of online reviews on hotel booking intentions. The approach is quantitative, using a questionnaire to collect data from consumers who use online reviews before booking a hotel. The data were analyzed using structural equation modeling. The results showed the direct influence of perceived information usefulness on purchase intention, and the antecedent constructs— needs of information, information credibility, and information quality—had a positive and significant impact on perceived usefulness of online reviews. Comparing these results with research by Erkan and Evans (2016) conducted with UK consumers that use social media to decide about their purchases, in this study information credibility was more relevant than information quality, suggesting a more skeptical behavior of Brazilian consumers. These findings have implications for practitioners that manage the digital marketing of organizations inserted in this environment, mainly regarding the impact of credibility and quality of online reviews on hotel booking intentions, being this a practical contribution of the research.

Keywords: Hospitality services. Online consumer reviews. Perceived usefulness. Purchase Intention.

Experiment data files

Latest version

  • Version 1

    2020-04-09

    Published: 2020-04-09

    DOI: 10.17632/n8ctb4fcg5.1

    Cite this dataset

    Oliveira, Rinaldo; Gonçálves Dá Rós Baldam , Elaine Christina; Reis da Costa, Fábio; Soncini Pelissari, Anderson (2020), “THE EFFECT OF PERCEIVED USEFULNESS OF ONLINE REVIEWS ON HOTEL BOOKING INTENTIONS ”, Mendeley Data, v1 http://dx.doi.org/10.17632/n8ctb4fcg5.1

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Institutions

Universidade Federal do Espirito Santo

Categories

Applied Sciences

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