The interplay of review valence and review platform on readers’ perceptions and reactions toward online hotel reviews

Abstract

This study aims to examine the interplay of review valence and review platform on readers’ perceptions and reactions toward online hotel reviews. Drawing on a 2 (valence: positive vs. negative) x 2 (platform: transaction-oriented vs. information-oriented) between-subject experiment, this study finds negative reviews are more likely to be adopted by readers though they perceive positive and negative reviews as equally useful. Those reading positive reviews on TripAdvisor.com are more likely to book the reviewed hotel than readers of reviews on Booking.com. Readers who read negative reviews on Booking.com (versus TripAdvisor.com) are less likely to book the reviewed hotel.