NDLI: How hotel star rating moderates online word-of-mouth effect: A difference-in-difference approach

Content Provider	IEEE Xplore Digital Library
Author	Lu Qi Ye Qiang
Copyright Year	2013
Description	Author affiliation: Sch. of Manage., Harbin Inst. of Technol., Harbin, China (Lu Qi; Ye Qiang)
Abstract	Online Word-of-mouth has become one of most important information sources when a consumer is making a purchase decision. Most researchers focus on the direct relationship between consumer reviews and sales performance rather than exploring their interaction with other factors. To bridge this gap, we conducted an empirical study in the hospitality field to investigate the impact of online consumer reviews on hotel sales and to identify any moderating effect of hotel star ratings. The data were collected from two major Chinese online travel agencies, Ctrip.com and Elong.com. Using a difference-in-difference approach with panel data, we found that consumer reviews had a significant impact on online sales, and that this effect was stronger for hotels with lower star rating. The findings will help hospitality researchers and practitioners better understand the impact of online word-of-mouth.
Starting Page	3
Ending Page	8
File Size	259694
Page Count	6
File Format	PDF
ISBN	9781479904730
ISSN	21551855
e-ISBN	9781479904747
DOI	10.1109/ICMSE.2013.6586254
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-07-17
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Industries Java hotel star rating panel data difference-in-difference approach Companies Cities and towns Internet Mathematical model online word-of-mouth Equations
Content Type	Text
Resource Type	Article

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