A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions

Shengjun Gan, Zhen Jia

2022

Abstract

The Internet has accelerated the development of e-commerce, and online reviews have become an important data resource for companies to analyze their product competitiveness. By verifying the empirical analysis of the relevant characteristics of online reviews affecting purchase intentions, the service and quality of cruise products can be optimized. Based on information adoption theory and SOR theory, the survey data were collected through scenario simulation, and structural equation empirical tests were conducted using SPSS and AMOS software. The validation results show that the review quality, Comment valence, Commenter credibility and product involvement have significant effects on purchase intention among online reviewrelated features, and online reviews have significant effects on perceived usefulness and perceived risk through the mediating role of consumer perception. Cruise lines can analyze consumers’ cruise experience through online reviews and give reference suggestions for cruise lines to improve their own brands.

Paper Citation

in Harvard Style

Gan S. and Jia Z. (2022). A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 675-683. DOI: 10.5220/0011210200003440

in Bibtex Style

@conference{bdedm22,
author={Shengjun Gan and Zhen Jia},
title={A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={675-683},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011210200003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions
SN - 978-989-758-593-7
AU - Gan S.
AU - Jia Z.
PY - 2022
SP - 675
EP - 683
DO - 10.5220/0011210200003440