Abstract

There are plenty of studies on how online service reviews (OSRs) influence customers’ behavior in the hospitality industry. However, little is known about how the reviews affect managers’ behavior. Drawing on the heuristic-systematic model (HSM), this study proposes a model that explains how the key attributes of OSRs affect managers’ intention to adoption and sharing. Further, building on the emotional contagion theory, this study demonstrates that the affective intensity (but not the valence) elicited by the reviews alters the likelihood of intra-organizational diffusion by moderating the relationship between adoption and sharing.

Share

COinS
 

Heuristic, Systematic, and Affective Components of Online Service Reviews : Impact on Intra-Organizational Adoption and Sharing

There are plenty of studies on how online service reviews (OSRs) influence customers’ behavior in the hospitality industry. However, little is known about how the reviews affect managers’ behavior. Drawing on the heuristic-systematic model (HSM), this study proposes a model that explains how the key attributes of OSRs affect managers’ intention to adoption and sharing. Further, building on the emotional contagion theory, this study demonstrates that the affective intensity (but not the valence) elicited by the reviews alters the likelihood of intra-organizational diffusion by moderating the relationship between adoption and sharing.