Consumer motivation in providing high-quality information: building toward a novel design for travel guide websites

Sai Liang, Zili Zhang, Ziqiong Zhang, Chun Hung Roberts Law, Wenjun Sun

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)

Abstract

Given the ever-growing information overload among users of online review websites, understanding the manner in which cognitive costs are reduced has become increasingly important. Despite the emergence of literature that focused on studying consumer motivation to publish high-quality reviews, the effect of direct intervention on this motivation remains relatively unclear. This study targets a unique design based on data from Qunar.com, one of the most popular Chinese travel websites. By developing a conceptual framework and applying survival analysis methods, our results suggest that both the immediate and cumulative effects of expert reviews positively motivate users to post additional eligible reviews; however, their motivation to further improve the quality of their evaluations diminish as they accumulate more expert reviews. Based on the study results, important implications for travel-related websites are presented.
Original languageEnglish
Pages (from-to)693-707
Number of pages15
JournalAsia Pacific Journal of Tourism Research
Volume22
Issue number6
DOIs
Publication statusPublished - 3 Jun 2017

Keywords

  • cognitive cost
  • consumer review
  • Expert review
  • tourism
  • website design

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

Cite this