| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 11005061 | Tourism Management | 2019 | 8 Pages |
Abstract
High-quality reviews are crucial for users and websites. Many online travel agencies (OTAs) offer online incentives to encourage high-quality reviews. However, the effect of these incentive programs on users' posting effort remains unclear. Our analyses of a dataset collected from a leading OTA present the following: (1) users with more digest reviews tend to exert more effort when posting subsequent reviews; (2) an increasing number of digest reviews for a hotel induces subsequent users to exert additional posting effort; (3) the marginal effect of an additional digest review on posting effort is decreasing; (4) users with high expertise tend to exert extra posting effort when in a fierce competition. This study concludes by presenting theoretical and managerial implications for both research and practice.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Strategy and Management
Authors
Xianwei Liu, Zili Zhang, Rob Law, Ziqiong Zhang,