Research on the Impact of Online Review Features on Hotel Customers’ Purchase Intention

With the rapid development of the Internet, online travel booking has gradually flourished and become an important form of tourism product trading. This paper builds a theoretical framework based on Stimulus-Organism-Response (SOR) model and perceived risk theory to analyze how the characteristics of online reviews affect potential consumers' purchase intention. In the theoretical framework of this paper, the characteristics of online reviews are taken as independent variables, including the content quality of online reviews, the prestige value of reviewers, the timeliness of reviews, the number of reviews, and the positive emotional tendency of reviews. The perceived risk of consumers is set as the intermediate variable. The purchase intention of potential consumers is set as the result variable. After data collection, SPSS was used to conduct reliability and validity analysis, correlation analysis, regression analysis and mediation effect test. The results show that the content quality of online reviews, the prestige value of reviewers, the timeliness of reviews, the number of reviews and the tendency of positive reviews have significant positive effects on the booking intention of potential consumers. Perceived risk plays a partial mediating role, and perceived risk negatively affects consumers' booking intention. Finally, the research results and gives suggestions to hotel managers were discussed.