Effects of Gender and Expertise on Consumers’ Motivation to Read Online Hotel Reviews

Abstract

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.

Motivations to engage in eWom among Muslim tourists: a study of inbound Muslim tourists to Malaysia

“…Kim et al's (2011) original scale consisted of a total of 17 items but only 12 items were adapted as some items were perceived as conceptually similar. For instance, "because I am interested in what is new" is conceptually not very different from "because I get to know which topics are in", as a result a total of five items were dropped from the original scale of 17.…”

“…To measure motivations to engage in eWom a 12-item scale was adapted from Kim et al (2011). Kim et al's (2011) original scale consisted of a total of 17 items but only 12 items were adapted as some items were perceived as conceptually similar.…”

“…Additionally social needs such as reassurance or a genuine concern for others may well encourage tourists to seek and spread eWom. The studies by Hening-Thurau et al (2004), Kim et al (2011) andBronner andde Hogg (2011) have significantly contributed to the understanding of motivations or why people, in particular tourists engage in eWom, these studies were conducted in the more developed Western societies and these findings need not necessarily hold in Muslim societies.…”

“…While Hening-Thurau et al's (2004) study's primary focus is on motivations to engage in eWom at the post purchase evaluation stage, Kim et al (2011) identified three pre-purchase motive factors for engaging in eWom amongst hotel guests: social reassurance, risk reduction and convenience and quality. In their study, they found that quality assurance (such as price and getting value for money) was an important motivating factor as well as seeking approval of others, participating in an online community and learning what is new in the market.…”

“…Schiffman and Kanuk (1978), as cited in Kim et al (2011), proposed that by seeking opinions from others, consumers were able to reduce risk, reduce search time, learn how products are consumed, learn about new products in the marketplace as well as satisfy a need to ensure acceptance and gain approval from others. In addition, consumers engage in word of mouth or interpersonal communication because they need to discharge negative emotions or dissatisfaction with a product or service provider or simply to share their joy and experiences (Bronner and de Hoog, 2011).…”