Booking now or later: Do online peer reviews matter?

By Zili Zhang, Sai Liang, Hengyun Li, Ziqiong Zhang. International Journal of Hospitality Management, 2019

105 citations recorded by the source corpus.

Abstract Consumers always face a tradeoff between making a purchase decision now and continuing information searching with delayed purchase decision. This study extends extant literature by empirically investigating the effects of online peer reviews on consumers’ timing of booking a restaurant using a merged data set of online peer reviews and consumer reservation records. The results show that the rating valence, rating variation, and review content richness of online peer reviews positively motivate potential consumers to book a restaurant earlier, while the time interval between successive reviews hinders consumers’ booking decision. It is also found that the effects of rating valence on timing of restaurant booking depend on the different levels of rating variation and review content richness. The findings of this study help practitioners better understand consumers’ purchase decision process and improve marketing strategies.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c9cf20d305f05804c9c96faff5cf42b46163e410

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

  1. Kevin Kam Fung So
  2. M. Mody
  3. Jochen Wirtz
  4. Stephanie Q. Liu
  5. Anna S. Mattila
  6. I. Lin
  7. Holger Roschk

In Organizational Behavior and Human Resource Management

  1. Kevin Kam Fung So
  2. M. Mody
  3. Jochen Wirtz
  4. Stephanie Q. Liu
  5. Anna S. Mattila

In Sociology and Political Science

  1. M. Mody
  2. Kevin Kam Fung So
  3. Jochen Wirtz
  4. Stephanie Q. Liu

Citations in the corpus