TY - JOUR
T1 - Are Hotel Guests Altruistic? How Positive Review Disconfirmation Affects Consumers’ Online Review Behavior
AU - Li, Hengyun
AU - Meng, Fang
AU - Hudson, Simon
N1 - Funding Information:
The authors acknowledge the support of research funds from the National Natural Science Foundation of China (71902169), The Hong Kong Polytechnic University Start-up Fund (Project No. 1-BE1X), and University of South Carolina Provost Office Social Sciences Grant.
Publisher Copyright:
© The Author(s) 2021.
PY - 2023/3
Y1 - 2023/3
N2 - The research aims to examine how positive review disconfirmation (i.e., a positive deviance between a hotel consumer’s poststay evaluation and the average review rating by prior consumers) affects subsequent consumers’ willingness to post online reviews and their own review ratings. By employing an experimental research method, this study reveals that positive review disconfirmation increases hotel guests’ willingness to post online reviews, and increases their online review ratings through the mechanism of concern for others, demonstrating an act of altruism. In addition, comparatively the positive review disconfirmation effects are stronger when the variance of prior review ratings is smaller. This study enhances the online review social influence literature, and the consumer’s altruistic motivation of posting online reviews.
AB - The research aims to examine how positive review disconfirmation (i.e., a positive deviance between a hotel consumer’s poststay evaluation and the average review rating by prior consumers) affects subsequent consumers’ willingness to post online reviews and their own review ratings. By employing an experimental research method, this study reveals that positive review disconfirmation increases hotel guests’ willingness to post online reviews, and increases their online review ratings through the mechanism of concern for others, demonstrating an act of altruism. In addition, comparatively the positive review disconfirmation effects are stronger when the variance of prior review ratings is smaller. This study enhances the online review social influence literature, and the consumer’s altruistic motivation of posting online reviews.
KW - altruistic motivation
KW - review disconfirmation
KW - review rating
KW - variance
KW - willingness to post online review
UR - http://www.scopus.com/inward/record.url?scp=85110243917&partnerID=8YFLogxK
U2 - 10.1177/10963480211030313
DO - 10.1177/10963480211030313
M3 - Journal article
AN - SCOPUS:85110243917
SN - 1096-3480
VL - 47
SP - 528
EP - 548
JO - Journal of Hospitality and Tourism Research
JF - Journal of Hospitality and Tourism Research
IS - 3
ER -