酒店网络口碑有效性的影响因素研究

In order to investigate the influence mechanism of consumer perceived effectiveness of the hotel IWOM,the paper concentrated on the four key elements of information dissemination,including the sources,features,channels and recipients of IWOM based on previous researches.The result showed that the professional reputation of publisher affect the validity of IWOM significantly.Moreover,the word length, timeliness and vividness of information have a positive effect on hotel IWOM,and evaluation property type is more useful than recommended type. In addition, consumers pay more attention to the negative IWOM of the hotels and highly specialized consumer are not affected by online reviews easily, their attitude to the IWOM is more cautious.In conclusion, the major source of good reputation is constantly improved service and equipment,besides,raising the reliability of networks and enforcing management on information collection are also important factors.Therefore,the conclusion will be of significance to both hotels and the related website,which will play a part in leading to more efficient marketing strategies for hotels.