Abstract
Online reviews are significant in the hotel and tourism industry because hotel accommodations and travel products are high-risk products due to their inherent intangibility. However, because of high information load on the Internet, the issue that identifies factors influencing potential customers’ perception about online reviews has been treated as crucial. Drawn from the Heuristic-Systematic Model (HSM), this study investigated the roles of heuristic and systematic cues of online reviews affecting potential hotel customers’ perception about it. In this study, reviewers’ identity, level of the reviewer, review star ratings, and attached hotel photo were identified as heuristic cues, whereas review, length, cognitive level of review and negativity in review constitute systematic cues. A binary logistic regression was adopted and only systematic cues of online reviews were found to affect the usefulness of it. Moreover, we investigated the moderating effects of seasonality in the relationships between systematic cues of online reviews and usefulness.
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