The Impact upon Consumers'Purchase Intention Exerted by Response Strategies for Online Negative Reviews of Hotels:A Case Study of Hyatt Select Hotel in Tao Xichuan of Jingdezhen
Based on the theory of service recovery and the theory of consumer perceived trust and risk,this paper discusses how responses to the online negative evaluation of hotels influence consumers'purchase intention.With different response strategies targeted at the online negative evaluation of hotels,the current study constructed ex-perimental scenarios and collected data by questionnaire and then performed icon analysis on the data.The result shows that different responses to online reviews of hotels may lead to different trust perception and risk percep-tion,thus affecting consumers'purchase intention.Finally,based on the research results,this paper provides some suggestions on the response strategy dealing with online negative reviews of hotels.
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