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Research Article

The Relational Analysis between Types of Online Hotel Review and Usefulness according to the Hotel Class

Lee, Hyunae, CHUNG NAMHO, Koo Chulmo

Kyung Hee University
Kyung Hee University
Kyung Hee University

Published: January 2017 · Vol. 46, No. 1 · pp. 137-156

DOI: https://doi.org/http://dx.doi.org/10.17287/kmr.2017.46.1.137

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Abstract

Due to the inseparability and intangibility of hotel service, a great number of potential hotel consumers tend to search more precise and trustful information through the online reviews posted by other customers who have already stayed the hotels. Therefore, the online review usefulness has been regarded to play an important role in affecting the consumers' purchase decision. However, people can differently perceive review's usefulness in accordance with how the review is presented and what they require from the hotel. Therefore, this study focused on the effects of linguistic attributes of review on its' usefulness in accordance with hotel classifications. Therefore, this study conducted two studies with the online review collected from two hotels with different classification(3-stars and 5-stars) in Tripadvisor. In study 1, low-positive and high-positive reviews were distinguished based on the proportion of positive words, while in study 2, cognitive and affective reviews were distinguished by comparing their proportions. The results showed that there are significant interaction effects between linguistic attributes of online review and its usefulness. In case of 3-stars hotel, the higher the proportion of positive words, the higher the level of review usefulness and cognitive reviews were perceived as more useful than affective ones. On the other hand, in case of 5-stars hotel, the effects of low-positive and high-positive reviews were similar, and affective reviews were perceived as more useful than cognitive ones. With these results, this study provides theoretical and practical implications.
Keywords: 온라인 호텔 리뷰데이터 마이닝긍정적 리뷰와 부정적 리뷰인지적 언어와 감성적 언어리뷰의 유용성호텔 등급