Are Hotel Guests Altruistic? How Positive Review Disconfirmation Affects Consumers’ Online Review Behavior

Hengyun Li, Fang Meng, Simon Hudson

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)

Abstract

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.

Original languageEnglish
JournalJournal of Hospitality and Tourism Research
DOIs
Publication statusAccepted/In press - 2021

Keywords

  • altruistic motivation
  • review disconfirmation
  • review rating
  • variance
  • willingness to post online review

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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