Exploring the behavioral drivers of review valence

Panagiotis Stamolampros (Norwich Business School, University of East Anglia, Norwich, UK)
Nikolaos Korfiatis (Norwich Business School, University of East Anglia, Norwich, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 8 October 2018

Abstract

Purpose

Although the literature has established the effect of online reviews on customer purchase intentions, the influence of psychological factors on online ratings is overlooked. This paper aims to examine these factors under the perspective of construal level theory (CLT).

Design/methodology/approach

Using review data from TripAdvisor and Booking.com, the authors study three dimensions of psychological distances (temporal, spatial and social) and their direct and interaction effects on review valence, using regression analysis. The authors examine the effect of these distances on the information content of online reviews using a novel bag-of-words model to assess its concreteness.

Findings

Temporal distance and spatial distance have positive direct effects on review valence. Social distance, on the other hand, has a negative direct effect. However, its interaction with the other two distances has a positive effect, suggesting that consumers tend to “zoom-out” to less concrete things in their ratings.

Practical implications

The findings provide implications for the interpretation of review ratings by the service providers and their information content.

Originality/value

This study extends the CLT and electronic word-of-mouth literature by jointly exploring the effect of all three psychological distances that are applicable in post-purchase evaluations. Methodologically, it provides a novel application of the bag-of-words model in evaluating the concreteness of online reviews.

Keywords

Citation

Stamolampros, P. and Korfiatis, N. (2018), "Exploring the behavioral drivers of review valence", International Journal of Contemporary Hospitality Management, Vol. 30 No. 10, pp. 3083-3099. https://doi.org/10.1108/IJCHM-04-2017-0239

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.