Abstract
The purpose of this study was to examine the effects of online review and rating systems ononline consumer behavior in the hotel industry. The study applied quantitative method and datawas collected through online survey. 174 usable responses were performed in data analysis byusing multivariate analysis of variance (MANOVA) and multiple regression analysis. Thefindings suggested that online consumer’s perception of valence not only depends on ratingscore component but also depends on other online review components such as review contentand responding message from service providers. Rational review content produced more impacton online consumer’s perception of information diagnosticity than the effect of emotional reviewcontent. The online consumer’s perception of source credibility can be increased by providingsource identity of reviewers. Furthermore, a negative online review created more powerfulimpact on online consumers’ perceptions, attitudes and purchase intention than a positive one.
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