Online product review factors impacting hotel sales : a case study of Hotel entrepreneurs in Phuket, Thailand

Name: Ittipoom Promma

LCSH: Kasetsart University -- Dissertations. Ph.D. (Business Administration) 2017

Classification :.LCCS: HF5415.1265

LCSH: Kasetsart University. Faculty of Business Administration -- Dissertations

LCSH: Internet marketing

LCSH: Hotels -- Marketing

LCSH: Hotels -- Thailand -- Phuket

LCSH: Marketing management

Abstract: The objectives of this research were to (1) explicate the impact of the quantitative and qualitative factors of product review systems on customer purchase decisions in the hotel industry; and (2) explain how hotel characteristics moderate the impact of quantitative and qualitative factors on customer purchase decision. The method of study is sequential mixed methods. The qualitative study was initiated first to provide insight and understanding about consumer behaviors that in turn develop the quantitative study. The qualitative study included interviewing 30 experienced Tripadvisor.com users regarding behaviors and influencing factors that impact purchase decision. Afterward, the quantitative section was performed by collecting review information of 29 hotels in Phuket from www.tripadvisor.com over a 2-year period, and by statistically testing this data with multiple linear regressions. The significance threshold of the test was set at .05. The overall findings indicate that the quantitative factors that significantly impact the customer purchase decision are the overall average rating of reviews, the volume of reviews, the valence of reviews, and the variance of reviews (p< .001). The results show that overall average rating of reviews and valence of reviews increase the purchase decision of customers while variance of reviews and volume of reviews decrease the customer purchase decision. Moreover, the finding classified by hotel characteristics reveals that not only the quantitative factors, but also the qualitative factors significantly impact customer purchase decision. The reviews generated by higher reputation members and reviews with high helpful votes have an impact on customer decisions specifically when making purchases with high and low priced hotels. Overall, the results suggest that the online product review system is valuable in signaling product quality. Furthermore, the quantitative aspects of online reviews are effective tools for indicating product quality.

Kasetsart University. Office of the University Library

Address: Bangkok

Email: tdckulib@ku.ac.th

Name: Thirarut Worapishet

Role: Thesis Advisor

Name: Tipparat Laohavichien

Role: Thesis Co-Advisor

Name: Anchalee Pichyangkul

Role: Thesis Co-Advisor

Created: 2017

Modified: 2023-06-16

Issued: 2023-06-16

วิทยานิพนธ์/Thesis

application/pdf

URL: https://kasetsart.idm.oclc.org/login?url=https://www.lib.ku.ac.th/KUthesis/2560/itipoom-pro-all.pdf

CallNumber: HF5415.1265.I88

eng

Spatial: Thailand

Spatial: Phuket

DegreeName: Doctor of Philosophy

Level: Doctoral Degree

Descipline: Business Administration

Grantor: Kasetsart University

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