Abstract
Understanding the generation of online reviews is a fundamental issue for firms to gain benefits from online reviews. Our study tries to investigate the antecedents of online review characteristics by figuring out the following two research questions: (1) Will travel influence consumers’ post-consumption behavior (i.e., consumers’ review behavior)? And if so, (2) will consumers’ social capital moderate the influence of travel on consumers’ review behavior? The results show that consumers on travel tend to give higher review ratings and are more possible to post pictures while writing online reviews; consumers’ social capital level exacerbates the positive influence of travel on review ratings and mitigates the positive impact of travel on review richness.
Recommended Citation
Hong, Hong; Ye, Qiang; Xu, Dapeng; and Jin, Yu, "Travel and Online Review Behavior" (2018). PACIS 2018 Proceedings. 3.
https://aisel.aisnet.org/pacis2018/3