The Impact of Online Review Characteristics and Traveler Involvement on Outdoor Travel Decision-Making Intention: An Empirical Analysis Based on Survey and Experimental Study
Zhang, Yehan
Zhang, Yehan
Abstract
To further explore the mechanism by which online reviews and traveler characteristics affect the willingness to make outdoor travel decisions under the normalization of the pandemic. This paper proposes research hypotheses based on the Technology Acceptance Model grounded in the stimulus-organism-response theory, online reviews from representative tourism platforms were collected as scenario samples, and a 2 x 2 mixed design experiment of online review valence (positive VS. negative) x online review category (viewing VS. participation) was designed. A total of 300 outdoor sports travelers were invited to participate in the experiment and survey. The empirical results show: 1) Online review valence is positively correlated with the decision-making intention for outdoor travel, and the impact of review type is not significant; in the interaction effect, when the review valence is positive, participatory reviews have a greater influence on consumers' positive decision-making intention for outdoor travel than viewing reviews; 2) Perceived usefulness has a mediating effect on the relationship between online review valence and decision-making intention, and negative reviews have a greater impact on travelers' perceived usefulness than positive reviews; 3) The category of reviews has a significant moderating effect on the valence and decision-making intention of online reviews, with participatory reviews showing a more pronounced effect; 4) Traveler involvement has a significant moderating effect on the relationship between online review valence and perceived usefulness, with a greater moderating effect on positive online reviews than negative reviews.
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Date
2024-09-20
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University of Wyoming Libraries
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Keywords
online reviews,sports tourism,perceived usefulness,decision-making intention,involvement