三人可成虎?——旅游产品在线评论可信度研究
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摘要
文章以传播过程理论的4个维度作为评价框架,在整合多位学者研究结果的基础上,结合旅游产品的特点,构建了旅游产品在线评论可信度评价指标体系,运用DEMATEL法对收集的数据进行分析,绘制了旅游产品在线评论可信度的维度、指标影响网络关系图。研究表明:(1)旅游产品在线评论的信息内容是影响其可信度最重要的维度,而信息内容的客观性、详尽性更是在线评论可信度的决定性因素;(2)在线评论者身份被认同的程度决定着评论来源的可信度;(3)旅游产品评论平台的特征对在线评论的渠道信任度有重要影响;(4)评论受众的消费经验对其评论态度、信任倾向有重要影响,是影响旅游产品在线评论受众信任度的关键。最后,文章总结了旅游产品在线评论可信度研究的意义并进行了展望。
When making purchase decisions, online review of tourism products is an important consumer reference, and that finding has been substantiated in numerous studies. Accordingly, it is necessary to identify the key factors that affect the credibility of online review of tourism products and examine the relationship among those factors. In previous studies, investigators have mostly adopted theories related to communication for their research frameworks of online review credibility; however,there has been a lack of a comprehensive evaluation system and method that could accommodate the multi-objective, multi-attribute problems of online review credibility. For its evaluation framework, the present study adopts the four dimensions of source, message, channel, and receiver(SMCR)communication process theory. On the basis of the results of previous studies and incorporating the characteristics of tourism products, this investigation used the DEMATEL method to analyze collected data. The following 17 indexes were used to evaluate the online review credibility of tourism products:commenter credibility; commenter similarity; commenter altruism; comment consistency; comment exhaustiveness; comment emotion tendentiousness; comment timeliness; comment objectivity;comment professionalism; relevance of comment to the product; comment quantity; comment diversity;channel Web site evaluation; channel Web site type; audience consumption experience; audience comment attitude; and audience propensity to trust. A comprehensive influence matrix was obtained for each dimension index. Then, the influence and reason degree of the 17 indexes in the four dimensions were derived; a network diagram was created that showed the influences of those dimensions and online review credibility of tourism products. The results were as follows.(1) The content of online comments regarding tourism products is the most important dimension with respect to credibility; the objectivity and exhaustiveness of the information content are decisive factors for the credibility of online comments.(2) The degree of online reviewer recognition was determined by the credibility of the commenter's identity.(3) The characteristics of the comment platform for tourism products exerted a marked impact on the trust degree of online comment channels.(4) The consumption experience of comment recipients had an important influence on attitudes toward the comments and tendency to trust them: that is the key to online comment recipients' trust regarding tourism products. The DEMATEL method was theoretically applied in this study to make a direct subjective evaluation of the variables by utilizing the professional knowledge and experience of experts in related fields. The views of academics, industry experts, and long-term consumers were also considered. Further, the relationship between each dimension and index was examined to identify the causal logic among the credibility evaluation indexes of online reviews of tourism products. This study concludes with operational suggestions for online comment platforms for tourism products. The limitations of the present research are clarified, and directions are indicated for future studies.
When making purchase decisions, online review of tourism products is an important consumer reference, and that finding has been substantiated in numerous studies. Accordingly, it is necessary to identify the key factors that affect the credibility of online review of tourism products and examine the relationship among those factors. In previous studies, investigators have mostly adopted theories related to communication for their research frameworks of online review credibility; however,there has been a lack of a comprehensive evaluation system and method that could accommodate the multi-objective, multi-attribute problems of online review credibility. For its evaluation framework, the present study adopts the four dimensions of source, message, channel, and receiver(SMCR)communication process theory. On the basis of the results of previous studies and incorporating the characteristics of tourism products, this investigation used the DEMATEL method to analyze collected data. The following 17 indexes were used to evaluate the online review credibility of tourism products:commenter credibility; commenter similarity; commenter altruism; comment consistency; comment exhaustiveness; comment emotion tendentiousness; comment timeliness; comment objectivity;comment professionalism; relevance of comment to the product; comment quantity; comment diversity;channel Web site evaluation; channel Web site type; audience consumption experience; audience comment attitude; and audience propensity to trust. A comprehensive influence matrix was obtained for each dimension index. Then, the influence and reason degree of the 17 indexes in the four dimensions were derived; a network diagram was created that showed the influences of those dimensions and online review credibility of tourism products. The results were as follows.(1) The content of online comments regarding tourism products is the most important dimension with respect to credibility; the objectivity and exhaustiveness of the information content are decisive factors for the credibility of online comments.(2) The degree of online reviewer recognition was determined by the credibility of the commenter's identity.(3) The characteristics of the comment platform for tourism products exerted a marked impact on the trust degree of online comment channels.(4) The consumption experience of comment recipients had an important influence on attitudes toward the comments and tendency to trust them: that is the key to online comment recipients' trust regarding tourism products. The DEMATEL method was theoretically applied in this study to make a direct subjective evaluation of the variables by utilizing the professional knowledge and experience of experts in related fields. The views of academics, industry experts, and long-term consumers were also considered. Further, the relationship between each dimension and index was examined to identify the causal logic among the credibility evaluation indexes of online reviews of tourism products. This study concludes with operational suggestions for online comment platforms for tourism products. The limitations of the present research are clarified, and directions are indicated for future studies.
引文
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[12]WANG Zhenzhen.An Empirical Study on the Impact of Tourism Online Review on Tourism Consumers’Purchasing Decision[D].Beijing:Beijing International Studies University,2012.[王真真.中国旅游在线评论对旅游消费者购买决策影响的实证研究[D].北京:北京第二外国语学院,2012.]
[13]LEUNG D,LAW R,HOOF H V,et al.Social media in tourism and hospitality:A literature review[J].Journal of Travel&Tourism Marketing,2013,30:3-22.
[14]BART Y,SHANKAR V,SULTAN F,et al.Are the drivers and role of online trust the same for all web sites and consumers?Alarge-scale exploratory empirical study[J].Journal of Marketing,2005,69(4):133-152.
[15]FOGG B J.Prominence-interpretation theory:Explaining how people assess credibility online[C]//Extended Abstracts of the Conference on Human Factors in Computing Systems.Texas,USA,2003:722-723.
[16]MENG Meiren.A Study on the Credibility of Commodity Commentary Information[D].Nanjing:Nanjing University of Science and Technology,2014.[孟美任.商品评论信息可信度研究[D].南京:南京理工大学,2014.]
[17]CHEN Yanfang.Research on the Reliability Prediction of Online Commodity Reviews based on DDVG-SVM[D].Wuhan:Central China Normal University,2016.[陈燕方.基于DDVG-SVM的在线商品评论可信度预测研究[D].武汉:华中师范大学,2016.]
[18]CHEN Yijia.Research on the Influencing Factors of Internet Word-of-mouth Credibility based on Website Type[D].Nanjing:Nanjing Tech University,2014.[陈溢佳.基于网站类型的网络口碑可信度影响因素研究[D].南京:南京工业大学,2014.]
[19]XIAN Xiaojing.Research on the Trustability of Internet Wordof-mouth[D].Shanghai:Shanghai Jiao Tong University,2010.[咸晓静.基于的网络口碑信任度研究[D].上海:上海交通大学,2010.]
[20]SIA C L.Credibility of electronic word-of-mouth:Informational and normative determinants of on-line consumer recommendations[J].International Journal of Electronic Commerce,2009,13(4):9-38.
[21]ZHANG Sidou,LI Junyi,WEI Huan.The study of the credibility of tourism e-commerce platform online reviews:A case study of“Ali Travel”[J].Tourism Tribune,2016,31(11):74-84.[张思豆,李君轶,魏欢.旅游电商平台在线评论的可信度研究--以“阿里旅行·西安东线一日游”旅游产品为例[J].旅游学刊,2016,31(11):74-84.]
[22]YANG Yang.A Study on the Determinants of Credibility in Hotel Online Reviews[D].Nanning:Guangxi University,2014.[杨阳.酒店在线评论可信度影响因素研究[D].南宁:广西大学,2014.]
[23]PARK S,NICOLAU J L.Asymmetric effects of online consumer reviews[J].Annals of Tourism Research,2015,50:67-83.
[24]CUI Haixia.Credibility Analysis of Online Product Review[D].Wuhan:Huazhong University of Science and Technology,2012.[崔海霞.在线产品评论可信度分析[D].武汉:华中科技大学,2012.]
[25]GUO Guoqing,CHEN Kai,HE Fei.A study on the influencing factors of consumers’online commentary credibility[J].Contemporary Economy&Management,2010,32(10):17-23.[郭国庆,陈凯,何飞.消费者在线评论可信度的影响因素研究[J].当代经济管理,2010,32(10):17-23.]
[26]FILIERI R,MCLEAY F.E-WOM and accommodation:An analysis of the factors that influence travelers’adoption of information from online reviews[J].Journal of Travel Research,2014,53(1):44-57.
[27]SPARKS B A,BROWNING V.The impact of online reviews on hotel booking intentions and perception of trust[J].Tourism Management,2011,32(6):1310-1323.
[28]BAMBAUER-SACHSE S,MANGOLD S.Do consumers still believe what is said in online product reviews?A persuasion knowledge approach[J].Journal of Retailing and Consumer Services,2013,20(4):373-381.
[29]CHEN Yanfang,LI Zhiyu.Research on product review attributebased of emotion evaluate review spam detection[J].New Technology of Library and Information Service,2014,37(9):81-90.[陈燕方,李志宇.基于评论产品属性情感倾向评估的虚假评论识别研究[J].现代图书情报技术,2014,37(9):81-90.]
[30]XIONG Shiqiang.Research on the Judgment of Commodity Spam based on Credibility[D].Chongqing:Chongqing University,2016.[熊士强.基于可信度传递的商品垃圾评论检测研究[D].重庆:重庆大学,2016.]
[31]LIU Jie.Quality Analysis and Research based on Online Service[D].Kunming:Kunming University of Science and Technology,2016.[刘杰.基于在线服务的评论质量分析与研究[D].昆明:昆明理工大学,2016.]
[32]LIANG Yukun,MA Zhendong.Construction risk analysis of foundation engineering based on DEMATEL method[J].Journal of Engineering Management,2010,24(2):164-167.[梁钰锟,马振东.基于DEMATEL法的基础工程施工风险分析[J].工程管理学报,2010,24(2):164-167.]
[33]ZHOU Yongguang,WANG Weibo,CHEN Yiping.Construction on resistance of tourist development in Huangshan city[J].Journal of Zhejiang University:The Science Edition,2004,31(3):354-360.[周永广,王微波,陈怡平.黄山市旅游发展阻力的问题构造[J].浙江大学学报:理学版,2004,31(3):354-360.]
[34]LU M T,LIN S W,TZENG G H.Improving RFID adoption in Taiwan’s healthcare industry based on a DEMATEL technique with a hybrid MCDM model[J].Decision Support Systems,2013,56:259-269.
[2]VERMEULEN I E,SEEGERS D.Tried and tested:The impact of online hotel reviews on consumer consideration[J].Tourism Management,2009,30(1):123-127.
[3]FILIERI R,MCLEAY F.E-WOM and accommodation:An analysis of the factors that influence travelers’adoption of information from online reviews[J].Journal of Travel Research,2014,53(1):44-57.
[4]SPARKS B A,BROWNING V.The impact of online reviews on hotel booking intentions and perception of trust[J].Tourism Management,2011:32(6),1310-1323.
[5]YE Q,LAW R,GU B.The impact of online user reviews on hotel room sales[J].International Journal of Hospitality Management,2009,28(1),180-182.
[6]HOVLAND C I,JANIS I L.Personality and Persuasibility[M].New Haven,Connecticut:Yale University Press,1959:97-122.
[7]HOVLAND C I,JANIS I L,KELLEY H.Communication and Persuasion:Psychological Studies of Opinion Change[M].New Haven,Connecticut:Yale University Press,1953:67-88.
[8]HOVLAND C I,WEISS W.The influence of source credibility on communication effectiveness[J].Public Opinion Quarterly,1951,15(4):635-650.
[9]DONG Lu.Key Theories and Concepts in Communication[M].Beijing:Peking University Press,2008:25-26.[董璐.传播学核心理论与概念[M].北京:北京大学出版社,2008:25-26.]
[10]WATHEN C N,BURKELL J.Believe it or not:Factors influencing credibility on the Web[J].Journal of the American Society for Information Science and Technology,2002,53(2):134-144.
[11]FILIERI R.What makes an online consumer review trustworthy?[J].Annals of Tourism Research,2016,58:46-64.
[12]WANG Zhenzhen.An Empirical Study on the Impact of Tourism Online Review on Tourism Consumers’Purchasing Decision[D].Beijing:Beijing International Studies University,2012.[王真真.中国旅游在线评论对旅游消费者购买决策影响的实证研究[D].北京:北京第二外国语学院,2012.]
[13]LEUNG D,LAW R,HOOF H V,et al.Social media in tourism and hospitality:A literature review[J].Journal of Travel&Tourism Marketing,2013,30:3-22.
[14]BART Y,SHANKAR V,SULTAN F,et al.Are the drivers and role of online trust the same for all web sites and consumers?Alarge-scale exploratory empirical study[J].Journal of Marketing,2005,69(4):133-152.
[15]FOGG B J.Prominence-interpretation theory:Explaining how people assess credibility online[C]//Extended Abstracts of the Conference on Human Factors in Computing Systems.Texas,USA,2003:722-723.
[16]MENG Meiren.A Study on the Credibility of Commodity Commentary Information[D].Nanjing:Nanjing University of Science and Technology,2014.[孟美任.商品评论信息可信度研究[D].南京:南京理工大学,2014.]
[17]CHEN Yanfang.Research on the Reliability Prediction of Online Commodity Reviews based on DDVG-SVM[D].Wuhan:Central China Normal University,2016.[陈燕方.基于DDVG-SVM的在线商品评论可信度预测研究[D].武汉:华中师范大学,2016.]
[18]CHEN Yijia.Research on the Influencing Factors of Internet Word-of-mouth Credibility based on Website Type[D].Nanjing:Nanjing Tech University,2014.[陈溢佳.基于网站类型的网络口碑可信度影响因素研究[D].南京:南京工业大学,2014.]
[19]XIAN Xiaojing.Research on the Trustability of Internet Wordof-mouth[D].Shanghai:Shanghai Jiao Tong University,2010.[咸晓静.基于的网络口碑信任度研究[D].上海:上海交通大学,2010.]
[20]SIA C L.Credibility of electronic word-of-mouth:Informational and normative determinants of on-line consumer recommendations[J].International Journal of Electronic Commerce,2009,13(4):9-38.
[21]ZHANG Sidou,LI Junyi,WEI Huan.The study of the credibility of tourism e-commerce platform online reviews:A case study of“Ali Travel”[J].Tourism Tribune,2016,31(11):74-84.[张思豆,李君轶,魏欢.旅游电商平台在线评论的可信度研究--以“阿里旅行·西安东线一日游”旅游产品为例[J].旅游学刊,2016,31(11):74-84.]
[22]YANG Yang.A Study on the Determinants of Credibility in Hotel Online Reviews[D].Nanning:Guangxi University,2014.[杨阳.酒店在线评论可信度影响因素研究[D].南宁:广西大学,2014.]
[23]PARK S,NICOLAU J L.Asymmetric effects of online consumer reviews[J].Annals of Tourism Research,2015,50:67-83.
[24]CUI Haixia.Credibility Analysis of Online Product Review[D].Wuhan:Huazhong University of Science and Technology,2012.[崔海霞.在线产品评论可信度分析[D].武汉:华中科技大学,2012.]
[25]GUO Guoqing,CHEN Kai,HE Fei.A study on the influencing factors of consumers’online commentary credibility[J].Contemporary Economy&Management,2010,32(10):17-23.[郭国庆,陈凯,何飞.消费者在线评论可信度的影响因素研究[J].当代经济管理,2010,32(10):17-23.]
[26]FILIERI R,MCLEAY F.E-WOM and accommodation:An analysis of the factors that influence travelers’adoption of information from online reviews[J].Journal of Travel Research,2014,53(1):44-57.
[27]SPARKS B A,BROWNING V.The impact of online reviews on hotel booking intentions and perception of trust[J].Tourism Management,2011,32(6):1310-1323.
[28]BAMBAUER-SACHSE S,MANGOLD S.Do consumers still believe what is said in online product reviews?A persuasion knowledge approach[J].Journal of Retailing and Consumer Services,2013,20(4):373-381.
[29]CHEN Yanfang,LI Zhiyu.Research on product review attributebased of emotion evaluate review spam detection[J].New Technology of Library and Information Service,2014,37(9):81-90.[陈燕方,李志宇.基于评论产品属性情感倾向评估的虚假评论识别研究[J].现代图书情报技术,2014,37(9):81-90.]
[30]XIONG Shiqiang.Research on the Judgment of Commodity Spam based on Credibility[D].Chongqing:Chongqing University,2016.[熊士强.基于可信度传递的商品垃圾评论检测研究[D].重庆:重庆大学,2016.]
[31]LIU Jie.Quality Analysis and Research based on Online Service[D].Kunming:Kunming University of Science and Technology,2016.[刘杰.基于在线服务的评论质量分析与研究[D].昆明:昆明理工大学,2016.]
[32]LIANG Yukun,MA Zhendong.Construction risk analysis of foundation engineering based on DEMATEL method[J].Journal of Engineering Management,2010,24(2):164-167.[梁钰锟,马振东.基于DEMATEL法的基础工程施工风险分析[J].工程管理学报,2010,24(2):164-167.]
[33]ZHOU Yongguang,WANG Weibo,CHEN Yiping.Construction on resistance of tourist development in Huangshan city[J].Journal of Zhejiang University:The Science Edition,2004,31(3):354-360.[周永广,王微波,陈怡平.黄山市旅游发展阻力的问题构造[J].浙江大学学报:理学版,2004,31(3):354-360.]
[34]LU M T,LIN S W,TZENG G H.Improving RFID adoption in Taiwan’s healthcare industry based on a DEMATEL technique with a hybrid MCDM model[J].Decision Support Systems,2013,56:259-269.