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ID:4177160
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页数:7页
时间:2017-11-29
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1、AClassificationofPresentationFormsofTravelandTourism-RelatedOnlineConsumerReviewsBritaSchemmannBremerhavenUniversityofAppliedSciences,Germanybschemmann@hs-bremerhaven.deAbstractElectronicword-of-mouthcommunicationandconsumer-generatedreviewsinparticularplayanimportantroleinthetravelandtour
2、ismsector.Theimpactofonlinereviewsonconsumerbehaviourintravelandtourismhasbeenwidelyassessedinthelastfewyearsbutnotmuchattentionhasbeenpaidtotheformsofpresentationofconsumerreviews.Thepresentationofonlineconsumerarticulationismulti-facetedandcandifferalotdependingonthewebsite.Thispaperintr
3、oducesaclassification,whichisderivedfromananalysisof59German-languagewebsitescontainingtravelandtourism-relatedconsumerreviewswithregardstothedifferenttypesofpresentation.Twelvedifferentkindsofpresentationarefoundandgroupedintoserviceevaluationfunctions,feedback&interactivefunctionsandmatc
4、hing&searchperformancefunctions.Keywords:electronicword-of-mouth;user-generatedcontent;onlineconsumerarticulation;consumerreviews;presentationofconsumerreviews.1IntroductionAccordingtothe2009NielsenGlobalOnlineConsumerSurvey,involvingover25,000Internetusersfrom50countries,sevenineverytenIn
5、ternetusersworldwidetrustconsumeropinionsandpeerrecommendationspostedonline(The-Nielsen-Company,2009).ArecentsurveyfortheGermantravelandtourismsectorshowsthat62percentof2000surveyedGermanusersstatethatonlinereviewsandopinionsofotherconsumershadaneffectontheirholiday-relateddecisions(Trends
6、cope,2010).Especiallywhenitcomestochoosinganaccommodationoratraveldestination,consumersheavilyrelyonpeer-reviewspublishedontheInternet(ibid.).Theproductsofferedintravelandtourismaremostlyserviceproductsandthereforeofanintangiblenature.Intangiblegoodsareusuallyhardertodescribeandtherefore“[
7、...]consumerstendtorelyonword-of-mouthfromanexperiencedsourcetolowerperceivedriskanduncertainty”(Gretzel&Yoo,2008,p.36).Travelandtourismservicescanberatedashigh-involvementpurchases,leadingtoincreasedinformationdemandstolowertheperceivedriskofmakingawrongdecis
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