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- Title
酒店评论中感官线索对评论有用性的影响 ——基于心理模拟视角的实证分析.
- Authors
鄢慧丽; 熊浩; 张小浩
- Abstract
The senses are the basic means by which consumers identify and obtain product information. In recent years, marketing strategies have gradually shifted to focus on“sensory”processes. Thus, research on the relationship between sensory cues and consumer behavior in online reviews is warranted. The current study was conducted from the perspective of mental stimulation, taking 69 752 reviews of 130 five- star hotels on Ctrip.com as a sample. A sensory and emotional dictionary was constructed in the hotel domain, enabling the automatic recognition of sensory cues and emotional calculation of hotel reviews. A negative binomial regression measurement model was then used to explore the influence of the number, dimensions, and emotion-related characteristics of sensory cues on the usefulness of hotel reviews. The results revealed three main findings: (1) The number of sensory cues had a significant positive impact on the usefulness of hotel reviews, and different senses had different effects on the usefulness of reviews. The degree of influence operated in the order of smell, sight, taste, and touch, whereas the impact of audition on review usefulness was not significant. (2) There was an integration effect between different senses; that is, compared with single- dimensional sensory cues, multi-sensory cues exerted a stronger impact on the usefulness of hotel reviews, and the stacking of sensory dimensions had a greater impact on the usefulness of reviews than that of sensory numbers. (3) Compared with negative sensory cues, consumers indicated stronger perceived usefulness regarding positive sensory cues. The main research contributions of the current study were as follows: (1) All five domains of sensory cues were considered, and the differences in the effects of different sensory cues on the usefulness of hotel reviews were compared. Additionally, this study examined the mechanisms of action of sensory cues from a psychological simulation perspective. This study both compensates for the lack of sensory location and sensory dimensionality in previous studies, and also enriches the application context of mental simulation. (2) We confirmed the integration effect of multisensory cues in hotel reviews. Although the phenomenon of interactive integration of sensory cues has been supported by neuroscience and offline environments, the integration effect of different dimensions of sensory cues in online reviews has rarely been examined. The current study used a sensory-emotional dictionary to dimensionally classify sensory cues in hotel reviews and confirmed that consumers perceive reviews with multidimensional sensory cues as more useful than those involving single sensory cues. In addition, the current findings also indicated that the increase in the number of sensory cue dimensions had a stronger effect on the usefulness of hotel reviews than the increase in the number of sensory cues in the same dimension, further confirming the integration effect between different sensory cues in different dimensions. (3) A sensory- emotional dictionary was constructed to enable automatic recognition and emotional calculation of sensory cues, broadening the notion of sensory cue measurement. Whereas previous studies mostly used coding to measure sensory cues, the current study achieved automatic recognition and sentiment calculation of sensory cues by constructing a sensory-emotional lexicon for the hotel domain. This paper not only provides methodological insights for sentiment analysis of hotel related big data, but also provides new ideas for sensory experience research, and has reference value for online review management and sensory marketing practices of hotels and platforms.
- Subjects
HOTEL ratings &; rankings; CONSUMERS' reviews; HOTEL marketing; SENTIMENT analysis; SENSORIMOTOR integration; MARKETING management; HOTEL management; HOTELS
- Publication
Tourism Tribune / Lvyou Xuekan, 2023, Vol 38, Issue 2, p120
- ISSN
1002-5006
- Publication type
Article
- DOI
10.19765/j.cnki.1002-5006.2023.02.012