Segmenting customers according to online word‑of‑mouth about hotels

Moliner-Velázquez, Beatriz; Fuentes Blasco, María; Gil-Saura, Irene

Publication:
Segmenting customers according to online word‑of‑mouth about hotels

dc.contributor.author	Moliner-Velázquez, Beatriz
dc.contributor.author	Fuentes Blasco, María
dc.contributor.author	Gil-Saura, Irene
dc.date.accessioned	2024-02-05T10:47:15Z
dc.date.available	2024-02-05T10:47:15Z
dc.date.issued	2021-02-04
dc.description	Proyectos de investigación ECO2016-76553-R This research has been developed within the framework of the research project funded by the State Research Agency of the Spanish Ministry of Science and Innovation (Reference no.: PID2020-112660RBI00/ AEI / 10.13039 / 501100011033), the Funding for Consolidated Research teams of the Regional Council of Innovation, Universities, Science and Digital Society (Reference no.: AICO2021/144/ GVA) and the Funding for Special Research Actions of Universitat de València (Reference no.: UV-INVAE-1553911).
dc.description.abstract	There is a renewed interest in the study of online word-of-mouth behavior due to the increasing use of the Internet and the development of social networks. This paper focuses on the receiver perspective to analyze the unequal influence of the antecedents of online consumer searches. The main purpose is to detect the heterogeneity of the effect of different motivations (convenience, risks reduction and social reassurance) and the volume of comments on the willingness to check online reviews. Based on 393 guests of hotels, a mixture regression model indicates the existence of three internally consistent segments, which reveal the varying influence on consumer intentions to look at online comments.
dc.description.sponsorship	Departamento de Organización de Empresas y Marketing
dc.format.mimetype	application/pdf
dc.identifier.citation	Moliner-Velázquez, B., Fuentes-Blasco, M. & Gil-Saura, I. Segmenting customers according to online word-of-mouth about hotels. Serv Bus 15, 103–130 (2021). https://doi.org/10.1007/s11628-020-00435-4
dc.identifier.doi	10.1007/s11628-020-00435-4
dc.identifier.uri	https://hdl.handle.net/10433/19656
dc.language.iso	en
dc.publisher	SpringerLink
dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 International	en
dc.rights.accessRights	open access
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject	Online word-of-mouth
dc.subject	Motivation
dc.subject	Mixture regression model
dc.subject	Unobserved heterogeneity
dc.subject	Volume
dc.title	Segmenting customers according to online word‑of‑mouth about hotels
dc.type	journal article
dc.type.hasVersion	VoR
dspace.entity.type	Publication
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