TY - JOUR
T1 - Effects of gender and expertise on consumers' motivation to read online hotel reviews
AU - Kim, Ellen Eun Kyoo
AU - Mattila, Anna S.
AU - Baloglu, Seyhmus
PY - 2011/11/1
Y1 - 2011/11/1
N2 - Electronic word of mouth (eWOM) communication, such as the online hotel review, is receiving increasing attention from marketing managers in the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on restaurants, tourist destinations, or hotels. This study of a convenience sample of 781 travelers in Las Vegas found three chief motivating factors for consumers to seek eWOM, namely, convenience and quality, risk reduction, and social reassurance. The analysis found distinct differences between the sexes regarding their motivating factors, and levels of expertise also influenced consumers' motivations to read online reviews. Women, for instance, are more likely to read reviews for the purpose of convenience and quality and for risk reduction. Men's use of the online reviews depended on their level of expertise.
AB - Electronic word of mouth (eWOM) communication, such as the online hotel review, is receiving increasing attention from marketing managers in the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on restaurants, tourist destinations, or hotels. This study of a convenience sample of 781 travelers in Las Vegas found three chief motivating factors for consumers to seek eWOM, namely, convenience and quality, risk reduction, and social reassurance. The analysis found distinct differences between the sexes regarding their motivating factors, and levels of expertise also influenced consumers' motivations to read online reviews. Women, for instance, are more likely to read reviews for the purpose of convenience and quality and for risk reduction. Men's use of the online reviews depended on their level of expertise.
UR - http://www.scopus.com/inward/record.url?scp=80054000058&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=80054000058&partnerID=8YFLogxK
U2 - 10.1177/1938965510394357
DO - 10.1177/1938965510394357
M3 - Article
AN - SCOPUS:80054000058
SN - 1938-9655
VL - 52
SP - 399
EP - 406
JO - Cornell Hospitality Quarterly
JF - Cornell Hospitality Quarterly
IS - 4
ER -