The Impact of Online Comments on Consumers’ Purchase Decision

Abstract

With the rise of online travel reservation and hotel reservation, the transaction mode has gradually developed from the traditional offline mode to the online mode. Before making a purchase decision, consumers should not only browse the relevant product information provided by the online platform, but also gradually pay attention to the evaluation of existing customers. This study investigated the impact of online comment information characteristics (comment quality and comment consensus) on the information adoption intention and purchase decision of consumers who book hotels on the online reservation platform. The data were collected by quantitative questionnaire, and the research model was verified by SPSS and Amos software. The results show that the quality and consistency of reviews have a positive impact on consumers’ willingness to adopt information and purchase decisions; Information adoption intention plays a mediating role between online comments and purchase decisions. According to the research results, this study puts forward improvement and suggestions on the operation and management of the online trading platform, which can actively promote the development of the online reservation platform and the hotel industry.