Exploring the effect of the knowledge redundancy of online reviews on tourism consumer purchase behaviour: based on the knowledge network perspective

Abstract

ABSTRACT Online reviews often contain considerable information redundancy. Understanding how to mine and identify valuable information is an important research topic. Based on knowledge-based theory and social network theory, this study discusses the impact of knowledge redundancy in online travel reviews on consumer purchase behaviour from the perspective of knowledge networks. By crawling 943,516 online reviews of 609 tourism products from Trip and Tuniu, we conduct an empirical analysis of the relationships among knowledge redundancy, knowledge diversity and consumer purchase behaviour. The results show that there is a U-shaped relationship between knowledge redundancy in online tourism reviews and consumer purchase behaviour, and knowledge diversity plays an intermediary role in the relationship between knowledge redundancy and consumer purchase behaviour. The results provide valuable and timely insights for the development of the online tourism industry.