外文翻譯-網(wǎng)絡(luò)口碑對(duì)酒店預(yù)訂傾向、態(tài)度、信任以及網(wǎng)站感知的影響（節(jié)選）

1、<p>　　字?jǐn)?shù)：3126單詞，16730字符；5358漢字</p><p>　　出處：Riadh Ladhari,Mélissa Michaud.eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions[J]International Journal of Hospitality M

2、anagement.2015,46(3):36-45</p><p><b>　　外文文獻(xiàn)：　</b></p><p>　　eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions</p><p>　　Abstract The obj

3、ective of the study is to examine the effect of comments generated on Facebook on the choice of a hotel. More specifically, it focuses on the study of the influence of comments written by Facebook friends on the intentio

4、ns of booking a hotel, the trust in the hotel, the attitude toward the hotel, and the perception of its website. The research also examines the moderator role of Internet users’ trust in those comments on these relations

5、. To test these effects, an experimental de</p><p>　　Keywords: Electronic word of mouth; Facebook; Online reviews; Attitude and trust toward hotel; Booking intentions</p><p>　　1.Introduction<

6、/p><p>　　The importance of WOM is well established, especially in the field of information retrieval and purchase decisions, particularly in the tourism and hospitality industry (Liu and Park, 2015). With the i

7、ntroduction of social media and digital channels, its influence has expanded exponentially; while conventional word of mouth is limited to a social, often personal, network which is quite narrow and confined, word of mou

8、th on the Internet (hereafter eWOM) has a reach over a worldwide network. With </p><p>　　The hospitality sector is the most strongly influenced by eWOM (Serra Cantallops and Salvi, 2014). Given the growing e

9、asiness of access to the Internet and the ability to produce online content, consumers now rely on online reviews generated by other users to form an opinion about tourist destinations and hotels (Sparks and Browning, 20

10、11; Ye et al., 2011; Xie et al., 2011). The recognition of the importance of online reviews leads to their increased popularity among travelers (Liu and Park, 201</p><p>　　Thus, this study aims to determine

11、whether the positive or negative comments posted on social media, particularly Facebook, have an impact on travelers’ decision making. More specifically, the study allows to: (1) determine whether the (positive and negat

12、ive) comments generated on Facebook influence the intention of booking a hotel, its general appreciation, users’ trust in it, and the perception of quality of its website; (2) assess whether these effects are moderated b

13、y the degree of trust whi</p><p>　　2.Methodology</p><p>　　2.1.Experimental design</p><p>　　The experimental design was carried out by preparing four scenarios. Respondents (Canadian

14、 students) were then placed in a situation of planning a trip to France where they had to choose a hotel. According to Statistics Canada, in the last ten years, France figured in the Top five of the most praised destinat

15、ions by Canadian travelers. It is the second European country in terms of the number of visits and overnight stays (Statistics Canada, 2012).</p><p>　　Respondents solicited the help of their Facebook friends

16、 to get feedback on the hotel. The first group of respondents was exposed to positive reviews written by friends on the Facebook network and the second group, to negative feedback.</p><p>　　The scenario invi

17、ted the respondents to read (positive or negative) reviews of the hotel concerning in particular the evaluation of the staff, the room, the location of the hotel, the service in general, and the quality of the website. R

18、ather moderate comments were used in the scenarios to give them some credibility.</p><p>　　2.2.Sample</p><p>　　The sample consisted of students, all enrolled in a large Canadian university. Youn

19、g adults aged less than 35 years are the most dynamic in the online tourism market (Mauri and Minazzi, 2013). The younger generation is relatively more engaged in travel planning, seeking information from different sourc

20、es such as social media (Xiang et al., 2015).</p><p>　　The respondents were invited to participate in the study through the Facebook page of the University. Also, an email was sent to all students. Those who

21、 agreed to participate were encouraged to first read the scenario (with comments from Facebook friends), and then visit the hotel website, and finally complete the questionnaire. A filter question was placed at the begin

22、ning of the survey to ensure that all participants were students. The scenarios where the number of respondents reached the quot</p><p>　　The respondents’ group consisted mainly of women, slightly over 71.9%

23、. Most respondents were between 18 and 24 years of age (68.9%) with only 6.1% of respondents aged 35 and over. The stated average income in the previous year was between $0 and $10,000 (40.4%), between $10,001 and $20,00

24、0 (36.2%), between $20,001 and $30,000 (9.4%), with only 14.0% of respondents with an annual income of over $30,000. </p><p>　　The interviewed students visited the Facebook network daily, devoting between 30

25、 min and 1 h (33.4%) and between 1 and 3 h (33.6%) to it. Among all the respondents, 20.5% spent less than 30 min on Facebook while 12.5% devoted more than 3 h per day to the site.</p><p>　　2.3.Questionnaire

26、</p><p>　　First, respondents were asked to express their attitude toward the hotel with the help of the statement “After having read the reviews and visited the hotel website, I can say that I like this hote

27、l.” (1 = ‘completely disagree’ and 5 = ‘completely agree’). The quality of the hotel website was assessed by a comprehensive statement “Overall I liked the hotel website.” To allow a more in-depth analysis, the hotel web

28、site was also evaluated based on 5 statements related to the navigability of the si</p><p>　　Trust in the hotel, in turn, was evaluated using a scale of 5 statements from the study by Sparks and Browning (20

29、11). The items were: “I think this hotel would have high integrity”, “I believe this hotel would be reliable”, “If I was to discuss this hotel with others, I would probably say positive things”, “I would have trust in th

30、is hotel”, and “This appears like a good quality hotel”. The reliability analysis of the scale reported a Cronbach’s alpha of 0.91, which remains within the same stan</p><p>　　As for the trust in the comment

31、s generated by Facebook ‘friends’, it was measured by two statements reflecting the realism and relevance of comments: “I think the hotel reviews written by my Facebook friends were realistic” (from the study by Sparks a

32、nd Browning, 2011); “The comments of my Facebook friends have helped me to review this hotel.” Finally, intentions of booking a hotel were measured by the item “After having read the reviews and visited the hotel website

33、, I would book a room in it”.</p><p>　　3.Discussion and theoretical implications</p><p>　　The last years have witnessed an increased interest of tourism and hospitality researchers toward the pi

34、votal role of online user-generated comments in influencing consumers’ attitudes and decisions. Consumers use such platforms to express themselves by formulating comments which are characterized by valence and intensity.

35、 These comments appear to influence consumer attitudes: in fact, positive (negative) feedback improves (decreases) user attitude toward a hotel.</p><p>　　This study confirms that the comments by Facebook “fr

36、iends” have an influence on hotel-booking intentions. Internet users who have been exposed to positive comments about a particular hotel report significantly higher booking intentions than those who viewed negative comme

37、nts concerning it. Thus, as argued by other studies (Duverger, 2013; Mauri and Minazzi, 2013; Sparks and Browning, 2011; Vermeulen and Seegers, 2009; Xiang and Gretzel, 2010; Ye et al., 2011), favorable opinions increase

38、 the li</p><p>　　The contribution of the study also consists in evaluating the effect of feedback on the perception of the hotel website. The results indicate that the positive comments found on Facebook gen

39、erate a positive attitude toward both the hotel and its website. Respondents exposed to positive comments report a more positive overall impression of the hotel website than those exposed to negative reviews (Chiou and C

40、heng, 2003; Lee et al., 2009). The same effect is observed in the ratings granted for the </p><p>　　This study also contributes to the research in the field by studying the moderator effect of trust that use

41、rs have in comments. This study answers Vermeulen and Seegers’ (2009) call for research about the moderator role of trust in online information provided by third parties. The findings show that when Internet users have m

42、ore trust in the comments, the polarity of the comments has greater effects. This translates into the intention of booking, the positive attitude toward the hotel, and the t</p><p>　　This study focuses on ho

43、tels which are little-known to travelers or not at all. Vermeulen and Seegers (2009) argue that the effects of feedback on the reputation of the hotel and the attitude toward it are strongest in the case of lesser-known

44、hotels. Their study emphasizes that positive reviews positively influence behavior while negative reviews have a low impact. The present study does not contradict the findings of Vermeulen and Seegers (2009) as it does n

45、ot take into account the neutral sit</p><p>　　Services have two components: a core element (e.g., hotel room cleanness and bed comfort) and supplementary services such as information, order taking, billing a

46、nd payment (Lovelock and Wirtz, 2007). These supplementary services facilitate hotel service use, increase its appeal, and differentiate it from competition. Indeed, they enhance hotel-service value and reinforce its pos

47、itioning. The experimental design developed for this study does not distinguish between these two service components. F</p><p>　　4.Managerial implications</p><p>　　Users of social networks, in p

48、articular Facebook, attach importance to the opinions of their peers. Moreover, as social networks have become increasingly important, many companies maintain profiles on them, but do necessarily pay attention to the con

49、tent that is generated by their users. The present study raises the awareness of marketing managers in various tourism sectors (sellers of tourist destinations, managers of hotels and restaurants) concerning the importan

50、ce of eWOM and its (positive a</p><p>　　Therefore, taking into consideration the results of this study, companies of the hospitality industry should focus on the content that is published about them on socia

51、l networks, in particular because it influences booking intentions, trust and appreciation by tourists, and even the perception of the quality of their websites. Thus, users who are exposed to negative comments about a h

52、otel tend to have less trust in the hotel and their booking intentions are lower than those who are exposed to po</p><p>　　It is also important for managers in the hospitality industry to be able to identify

53、 the opinion leaders and the ambassadors of hotel brands. In fact, opinion leaders have the ability to influence the beliefs and choices of those in their surroundings concerning different categories of products and serv

54、ices, especially those referred to as experiential. In the Internet era, blogs and forums can influence travelers in their choice of hosting and restaurant venues. They are considered to be “exper</p><p><

55、;b>　　中文譯文：</b></p><p>　　網(wǎng)絡(luò)口碑對(duì)酒店預(yù)訂意向、態(tài)度、信任以及網(wǎng)站感知的影響</p><p>　　摘要 本項(xiàng)研究的目的是檢驗(yàn)Facebook上的評(píng)論對(duì)選擇酒店的影響。更具體地說，本文主要研究了Facebook上的朋友所撰寫的評(píng)論對(duì)于預(yù)訂酒店意向、對(duì)酒店的信任、對(duì)酒店的態(tài)度以及對(duì)酒店網(wǎng)站的感知的影響。該研究也檢驗(yàn)了網(wǎng)友對(duì)這些關(guān)系評(píng)論的信任的調(diào)節(jié)作

56、用。為了檢驗(yàn)這些影響，通過操縱評(píng)論（正向和負(fù)向）建立了一個(gè)實(shí)驗(yàn)性的設(shè)計(jì)。一項(xiàng)對(duì)800名大學(xué)生的調(diào)查證實(shí)了所有關(guān)于Facebook評(píng)論對(duì)用戶決策過程影響的研究假設(shè)。</p><p>　　關(guān)鍵詞:網(wǎng)絡(luò)口碑；Facebook；在線評(píng)論；對(duì)酒店的態(tài)度和信任；預(yù)訂意向</p><p><b>　　1.引言</b></p><p>　　口碑的重要性眾所周知

57、，尤其是在信息檢索和購買決策方面，旅游業(yè)和酒店業(yè)更是如此（劉和帕克，2015）。隨著社交媒體和數(shù)字渠道的引入，口碑的影響力呈指數(shù)級(jí)增長；傳統(tǒng)口碑只限于社交聚會(huì)，往往是個(gè)人的，網(wǎng)絡(luò)傳播非常狹窄和有限，而網(wǎng)絡(luò)口碑（以下稱為eWOM）能夠覆蓋全球網(wǎng)絡(luò)。隨著Web2.0應(yīng)用程序和通信平臺(tái)的快速增長，以及消費(fèi)產(chǎn)品和服務(wù)的信息雙向交換的激增，簡單的“對(duì)話渠道”（在線通知、評(píng)論、意見或建議）都已經(jīng)帶來真正的機(jī)遇和挑戰(zhàn)（塞拉?坎塔略普斯和薩爾維，201

58、4）。對(duì)于旅游和酒店管理者來說，Web2.0應(yīng)用程序和社交媒體平臺(tái)是了解客戶，開發(fā)和維護(hù)與客戶有效關(guān)系，以及對(duì)服務(wù)失敗做出回應(yīng)的最合適的工具（埃斯科巴-羅德里格斯和卡瓦哈爾-特魯希略，2013；徐，2012）。但是，在這些具有挑戰(zhàn)性的應(yīng)用程序和平臺(tái)上，酒店管理者已經(jīng)無法再控制信息傳播或營造形象了（斯帕克斯和勃朗寧，2011）。</p><p>　　酒店業(yè)受網(wǎng)絡(luò)口碑的影響最大（塞拉?坎塔略普斯和薩爾維，2014）。

59、鑒于訪問互聯(lián)網(wǎng)和發(fā)布在線內(nèi)容越來越容易，消費(fèi)者現(xiàn)在依賴于其他用戶發(fā)布的在線評(píng)論，形成對(duì)旅游目的地和酒店的看法（斯帕克斯和勃朗寧，2011；葉等人，2011；謝等人，2011）。認(rèn)識(shí)到在線評(píng)論的重要性能夠使它們?cè)絹碓绞艿铰眯姓叩臍g迎（劉和帕克，2015）。一些專門從事旅游和接待的網(wǎng)站在網(wǎng)上蓬勃發(fā)展（例如，Tripadvisor，Hotels.com，Expedia，Yelp.com，Citysearch，Orbitz）。其中許多網(wǎng)站允許用

60、戶交換關(guān)于某些目的地、酒店和其他旅游服務(wù)的信息、意見或建議（奧康納，2008；葉等人，2011；劉和帕克，2015）。這些在線平臺(tái)為旅行者記錄和重溫他們的旅行經(jīng)歷，例如表達(dá)他們對(duì)酒店住宿體驗(yàn)的滿意度，提供了極好的工具（菲列里和麥克利，2014；伊普等人，2012）。</p><p>　　因此，本研究旨在確定在社交媒體（特別是Facebook）上發(fā)布的正面或負(fù)面的評(píng)論是否會(huì)對(duì)旅行者的決策產(chǎn)生影響。更具體地說，該研究

61、可以：（1）確定在Facebook上的（正面和負(fù)面的）評(píng)論是否會(huì)影響到預(yù)訂酒店意向，酒店的總體評(píng)估，用戶對(duì)酒店的信任，以及用戶對(duì)酒店網(wǎng)站質(zhì)量的感知；（2）評(píng)估這些影響是否受到用戶對(duì)Facebook好友發(fā)表的評(píng)論的信任程度的調(diào)節(jié)。</p><p><b>　　2.方法</b></p><p><b>　　2.1.實(shí)驗(yàn)設(shè)計(jì)</b></p>

62、<p>　　實(shí)驗(yàn)設(shè)計(jì)進(jìn)行了四個(gè)假設(shè)。受訪者（加拿大學(xué)生）然后被放置在一種場(chǎng)景里，即計(jì)劃前往法國旅行，他們不得不選擇一家酒店。據(jù)加拿大統(tǒng)計(jì)，在過去十年，加拿大游客最推崇的旅游目的地中，法國排在前五名。就訪問次數(shù)和隔夜逗留而言，法國是排名第二的歐洲國家（加拿大統(tǒng)計(jì)局，2012）。</p><p>　　受訪者征求他們的Facebook好友的幫助，獲得對(duì)酒店的評(píng)價(jià)。第一組受訪者受到Facebook網(wǎng)絡(luò)上的朋

63、友的正面評(píng)價(jià)，第二組受到負(fù)面評(píng)價(jià)。</p><p>　　該場(chǎng)景中邀請(qǐng)受訪者閱讀對(duì)酒店的（正面或負(fù)面）評(píng)價(jià)，特別是對(duì)工作人員、房間、酒店位置、總體服務(wù)以及網(wǎng)站質(zhì)量的評(píng)價(jià)。在場(chǎng)景中使用了溫和的評(píng)論可以給酒店帶來一些信譽(yù)。</p><p><b>　　2.2.樣品</b></p><p>　　樣本由學(xué)生組成，所有學(xué)生均就讀于加拿大的一所大型大學(xué)。在網(wǎng)

64、上旅游市場(chǎng)中，35歲以下的年輕人最為活躍（毛里和米納齊，2013）。年輕的一代相對(duì)更熱衷于旅行規(guī)劃，從不同來源如社交媒體來尋求信息（項(xiàng)等人，2015）。</p><p>　　受訪者被邀請(qǐng)通過大學(xué)的Facebook頁面參與研究。此外，一封電子郵件被發(fā)送給所有學(xué)生。那些同意參加的人被鼓勵(lì)先讀場(chǎng)景設(shè)置（從Facebook朋友的評(píng)論），然后訪問酒店網(wǎng)站，最后完成問卷。在調(diào)查開始時(shí)提出了一個(gè)過濾性問題，以確保所有的參與者都

65、是學(xué)生。受訪者人數(shù)達(dá)到200名配額時(shí)該場(chǎng)景自動(dòng)不可用，以確保所有場(chǎng)景達(dá)到相同的配額。</p><p>　　受訪者群體主要是女性，略高于71.9％。大多數(shù)受訪者年齡在18至24歲之間（68.9％），只有6.1％的受訪者年齡在35歲及以上。受訪者上一年的平均收入在0至10,000美元（40.4％），10,001至20,000美元（36.2％），20,001至30,000美元（9.4％），只有14.0％的受訪者年收入超

66、過30,000美元。</p><p>　　受訪的學(xué)生每天訪問Facebook網(wǎng)絡(luò)，投入30分鐘到1小時(shí)（33.4％），1到3小時(shí)（33.6％）。在所有的受訪者中，20.5％的受訪者中在Facebook上花費(fèi)的時(shí)間不到30分鐘，而12.5％的受訪者在網(wǎng)站上花費(fèi)的時(shí)間超過3小時(shí)。</p><p><b>　　2.3.問卷</b></p><p>　

67、　首先，受訪者被要求使用陳述來表達(dá)他們對(duì)酒店的態(tài)度，“在閱讀了評(píng)論和訪問了酒店網(wǎng)站后，我可以說，我喜歡這家酒店?！保?=“完全不同意”和5=“完全同意”）。酒店網(wǎng)站的質(zhì)量是通過一個(gè)全面的陳述“總的來說我喜歡酒店的網(wǎng)站”來進(jìn)行了評(píng)估。為了讓分析更加深入，酒店網(wǎng)站也根據(jù)與網(wǎng)站的導(dǎo)航性、易用性、吸引力、設(shè)計(jì)的專業(yè)性，以及其中所含信息的有用性相關(guān)的5個(gè)陳述來進(jìn)行了評(píng)估（基姆和斯圖爾，2004；拉達(dá)哈瑞和勒克萊爾，2013）。這5個(gè)陳述是：“酒店

68、網(wǎng)站使用簡單”，“酒店網(wǎng)站上的導(dǎo)航很容易”，“網(wǎng)站提供了相關(guān)信息”，“網(wǎng)站設(shè)計(jì)是專業(yè)的”和“網(wǎng)站具有視覺吸引力”。</p><p>　　反過來，在對(duì)酒店的信任上，使用了斯帕克斯和勃朗寧（2011）的研究中的5個(gè)不同程度的陳述來進(jìn)行評(píng)估，分別是：“我認(rèn)為這家酒店的誠信度很高”，“我相信這家酒店是可靠的”，“如果我和其他人討論這家酒店，我可能會(huì)說積極的事情”，“我會(huì)相信這家酒店”和“這看起來像是一家很好的酒店”。程度

69、的可靠性分析報(bào)告克隆巴赫系數(shù)為0.91，與斯帕克斯和勃朗寧（2011）報(bào)告的標(biāo)準(zhǔn)相同。為了進(jìn)一步分析，計(jì)算了這五個(gè)陳述的平均值的綜合指數(shù)。</p><p>　　至于對(duì)Facebook“朋友”的評(píng)論的信任，它是由反映評(píng)論的現(xiàn)實(shí)性和相關(guān)性的兩個(gè)陳述來衡量的：“我認(rèn)為我的Facebook朋友寫的酒店評(píng)論是真實(shí)的”（選自斯帕克斯和勃朗寧的研究，2011）；“我的Facebook朋友的評(píng)論幫助我審查了這家酒店”。最后，預(yù)訂

70、酒店的意圖是通過“在閱讀了評(píng)論和訪問了酒店網(wǎng)站后，我會(huì)預(yù)定它的一個(gè)房間”這條來衡量的。所有的陳述都是在1（完全同意）到5（完全不同意）的范圍內(nèi)進(jìn)行衡量的。</p><p><b>　　3.討論及理論意義</b></p><p>　　最近幾年，旅游和酒店研究人員對(duì)網(wǎng)絡(luò)用戶的評(píng)論在影響消費(fèi)者態(tài)度和決策方面發(fā)揮的關(guān)鍵作用，產(chǎn)生了越來越多的興趣。消費(fèi)者使用這樣的平臺(tái)通過發(fā)表具

71、有精神依托和情感強(qiáng)烈的評(píng)論來表達(dá)自己。這些評(píng)論似乎影響消費(fèi)者的態(tài)度：事實(shí)上，正面（負(fù)面）的反饋意見改善（降低）用戶對(duì)酒店的態(tài)度。</p><p>　　這項(xiàng)研究證實(shí)，F(xiàn)acebook“朋友”的評(píng)論對(duì)酒店預(yù)訂意向有影響。對(duì)于某一特定的酒店的名聲，接觸到正面評(píng)論的互聯(lián)網(wǎng)用戶的預(yù)定意向顯然比查看到它負(fù)面評(píng)論的用戶更高。因此，正如其他研究所認(rèn)為的那樣（迪韋爾熱，2013；毛里和米納齊，2013；斯帕克斯和勃朗寧，2011；

72、韋爾默朗和西格斯，2009；項(xiàng)和格雷策爾，2010；葉等人，2011），有利的意見能夠增加預(yù)訂酒店房間的可能性。調(diào)查結(jié)果還支持斯帕克斯和勃朗寧（2011）的研究結(jié)果，正面的反饋意見增加了對(duì)酒店的信任度。事實(shí)上，如果評(píng)論是正面的而不是負(fù)面的，那么看過評(píng)論的旅行者會(huì)更加信任酒店。本研究與以前的分析不同，因?yàn)樗鼈?cè)重于特定的通信接口，即Facebook社交網(wǎng)絡(luò)，從而拓寬了以往研究的范圍，特別是考慮到Facebook是一個(gè)允許無偏見和普遍性交流的

73、平臺(tái)，它創(chuàng)造了一個(gè)“朋友”社區(qū)，通過分享評(píng)論，形成一定的關(guān)系，這增強(qiáng)了其中一些人提供的信息的可信度。此外，網(wǎng)絡(luò)具有許多特點(diǎn)，它允許用戶以更有效的方式分享他們經(jīng)驗(yàn)的信息。事實(shí)上，雖然這項(xiàng)研究僅限于Facebook朋友的文字評(píng)論，但未來的研究可能會(huì)考慮分享在酒店拍攝的視頻或照片，這能夠讓用戶更好地</p><p>　　該研究的貢獻(xiàn)還包括評(píng)估反饋對(duì)酒店網(wǎng)站的感知的影響。結(jié)果表明，F(xiàn)acebook上的正面評(píng)價(jià)對(duì)酒店及其網(wǎng)

74、站產(chǎn)生積極的態(tài)度。接受正面評(píng)價(jià)的受訪者對(duì)酒店網(wǎng)站的總體印象比接受負(fù)面評(píng)價(jià)的受訪者更加積極（邱和程，2003；李等人，2009）。在對(duì)網(wǎng)站的導(dǎo)航、吸引力、專業(yè)設(shè)計(jì)以及信息的有用性給出的評(píng)級(jí)中觀察到相同的效果。據(jù)我們所知，本研究是酒店行業(yè)中第一個(gè)專門研究反饋意見對(duì)酒店網(wǎng)站感知的影響，這構(gòu)成了酒店與其客戶之間的重要通信接口。文獻(xiàn)還顯示了網(wǎng)站質(zhì)量和企業(yè)形象之間的聯(lián)系，這一發(fā)現(xiàn)更為重要。</p><p>　　這項(xiàng)研究還通過

75、研究用戶對(duì)評(píng)論的信任的調(diào)節(jié)作用，有助于本領(lǐng)域的研究。這項(xiàng)研究回答了韋爾默朗和西格斯（2009）呼吁第三方信任對(duì)網(wǎng)絡(luò)信息的調(diào)節(jié)作用的研究。研究結(jié)果表明，當(dāng)互聯(lián)網(wǎng)用戶對(duì)評(píng)論更加信任時(shí)，評(píng)論極性具有更大的影響力。這轉(zhuǎn)化為預(yù)訂的意圖，對(duì)酒店的積極態(tài)度，以及對(duì)它以及其網(wǎng)站質(zhì)量的信任。對(duì)積極評(píng)價(jià)的信任增加了他們對(duì)保留的四個(gè)指標(biāo)的影響。另一方面，如果缺乏信任，這種影響力會(huì)得到降低，在大多數(shù)情況下會(huì)變得不那么顯著。本研究報(bào)告的信任評(píng)分比較高，因?yàn)樵?分

76、制中其平均評(píng)分為3.8分（中位數(shù)為4分）?？紤]到信任在評(píng)論中的作用，未來研究的興趣點(diǎn)將是，比較旅行者對(duì)各種平臺(tái)和網(wǎng)絡(luò)通訊形式的信任對(duì)網(wǎng)絡(luò)口碑的效果的影響?？梢岳脤?shí)驗(yàn)設(shè)計(jì)來開發(fā)一些比較標(biāo)準(zhǔn)。這些可以包括發(fā)布平臺(tái)（社交媒體，旅游協(xié)會(huì)或酒店網(wǎng)站），消息來源（家庭，朋友，專家博客……）和消息內(nèi)容（文本，圖像，視頻）。同樣，未來研究鼓勵(lì)考慮其他調(diào)節(jié)變量來解釋評(píng)論對(duì)消費(fèi)者態(tài)度和決策過程的影響。例如，評(píng)論者和接收者之間的人口匹配可能會(huì)影響到對(duì)評(píng)論的

77、信任。例如，發(fā)布信息者和受眾之間的社會(huì)關(guān)系將對(duì)評(píng)論的感知有用性產(chǎn)生影響。發(fā)布信息者公布他們的身份（真實(shí)的照</p><p>　　這項(xiàng)研究所關(guān)注的酒店是旅行者少有所聞或者根本不知道的。韋爾默朗和西格斯（2009）認(rèn)為，在酒店鮮為人知的情況下，反饋意見對(duì)酒店的聲譽(yù)和對(duì)酒店的態(tài)度的影響是最強(qiáng)烈的。他們的研究強(qiáng)調(diào)，正面的評(píng)論積極影響行為，而負(fù)面的評(píng)論影響較小。本研究與韋爾默朗和西格斯（2009）的研究結(jié)果并沒有矛盾，因?yàn)?/p>

78、它沒有考慮到中性情況（沒有正面和負(fù)面評(píng)論）。未來的研究應(yīng)該比較正面和負(fù)面評(píng)論對(duì)酒店態(tài)度的影響的差異，以及對(duì)鮮為人知的酒店和眾所周知的酒店（國際連鎖酒店）預(yù)訂房間的意圖的影響的差異。后一種情況，調(diào)查員應(yīng)考慮旅行者以往在連鎖酒店經(jīng)歷的影響。</p><p>　　服務(wù)有兩個(gè)組成部分：核心元素（例如，酒店房間清潔和床舒適）和補(bǔ)充服務(wù)，如信息，訂單，結(jié)算和付款（洛夫洛克和沃茲，2007）。這些補(bǔ)充服務(wù)方便酒店使用，增加其吸

79、引力，并將其與競(jìng)爭對(duì)象區(qū)別開來。事實(shí)上，它們提升了酒店的服務(wù)價(jià)值，強(qiáng)化了酒店的定位。對(duì)于這兩個(gè)服務(wù)的組成部分，本研究開發(fā)的實(shí)驗(yàn)設(shè)計(jì)并沒有加以區(qū)分。未來的研究會(huì)被鼓勵(lì)區(qū)分開來，特別是在核心服務(wù)不滿意而補(bǔ)充服務(wù)滿意的情況下（例如，對(duì)酒店服務(wù)人員感到失望），比較負(fù)面評(píng)論對(duì)消費(fèi)者決策和行為的影響。</p><p><b>　　4.管理啟示</b></p><p>　　社交網(wǎng)絡(luò)

80、的用戶，特別是Facebook，重視他們同齡人的意見。此外，隨著社交網(wǎng)絡(luò)變得越來越重要，許多公司會(huì)維護(hù)自己的信息，但是必須要注意用戶所發(fā)布的內(nèi)容。本研究提高了各個(gè)旅游部門（旅游目的地的賣家，酒店和餐館的管理者）的營銷經(jīng)理對(duì)網(wǎng)絡(luò)口碑的重要性，及網(wǎng)絡(luò)口碑（正面、負(fù)面）對(duì)企業(yè)財(cái)務(wù)業(yè)績的影響的認(rèn)識(shí)。在討論范圍內(nèi)，這些評(píng)論往往以故事的形式被告知和重復(fù)，并隨著時(shí)間的推移，通過回顧或推薦，影響著酒店網(wǎng)站的聲譽(yù)、形象和威名。鑒于消費(fèi)者對(duì)傳統(tǒng)的市場(chǎng)營銷策

81、略表現(xiàn)出更強(qiáng)的抵抗力，作為一種以自己努力尋求信息為特征的積極的、深思熟慮的方法，網(wǎng)絡(luò)已經(jīng)成為酒店公司的一把雙刃劍。這一事實(shí)迫使酒店公司不斷重新評(píng)估和改進(jìn)他們的策略，在線跟進(jìn)和監(jiān)測(cè)。</p><p>　　因此，考慮到這項(xiàng)研究的結(jié)果，酒店公司應(yīng)該關(guān)注發(fā)布在社交網(wǎng)絡(luò)上的有關(guān)于它們的內(nèi)容，特別是因?yàn)檫@些內(nèi)容影響到預(yù)訂意向，旅行者的信任和評(píng)價(jià)，甚至對(duì)網(wǎng)站質(zhì)量的感知。因此，接觸酒店負(fù)面評(píng)論的用戶往往缺乏對(duì)酒店的信任，并且他們

82、的預(yù)訂意向低于那些接觸到正面評(píng)論的用戶。酒店管理者必須確?？刂坪涂焖俟芾聿焕闆r和“攻擊性”評(píng)論，可以與他們進(jìn)行溝通。不管酒店管理者如何努力來發(fā)展他們的形象，都可能會(huì)受到Facebook等社交媒體用戶所產(chǎn)生的內(nèi)容的影響。這些管理者應(yīng)該建立電子監(jiān)測(cè)程序，以便在適當(dāng)?shù)臅r(shí)候識(shí)別并迅速管理有關(guān)他們的信息。酒店公司聘請(qǐng)能夠確保管理公司的品牌形象和解決用戶傳遞的負(fù)面信息的專業(yè)人士管理社交網(wǎng)絡(luò)（以及各種其他類型的互聯(lián)網(wǎng)平臺(tái)），這種做法是明智的。當(dāng)然，

83、這并不妨礙這些公司專注于他們的核心服務(wù)，包括滿足和取悅消費(fèi)者，管理與消費(fèi)者之間的關(guān)系，并防止消費(fèi)者有任何不滿。</p><p>　　能夠識(shí)別酒店品牌的意見領(lǐng)袖和大使，這對(duì)酒店管理者來說同樣重要。事實(shí)上，關(guān)于不同類別的產(chǎn)品和服務(wù)，意見領(lǐng)袖有能力影響他們周圍的人的看法和選擇，尤其是那些被稱為經(jīng)驗(yàn)的。在互聯(lián)網(wǎng)時(shí)代，博客和論壇可以影響旅行者選擇舉辦活動(dòng)和餐館的場(chǎng)所。他們被認(rèn)為是“專家”，并且有相當(dāng)大的權(quán)力，在互聯(lián)網(wǎng)上將內(nèi)