RT Journal Article
T1 Segmenting customers according to online word‑of‑mouth about hotels
A1 Moliner-Velázquez, Beatriz
A1 Fuentes Blasco, María
A1 Gil-Saura, Irene
K1 Online word-of-mouth
K1 Motivation
K1 Mixture regression model
K1 Unobserved heterogeneity
K1 Volume
AB 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.
PB SpringerLink
YR 2021
FD 2021-02-04
LK https://hdl.handle.net/10433/19656
UL https://hdl.handle.net/10433/19656
LA en
NO 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
NO Proyectos de investigaciónECO2016-76553-RThis 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).
NO Departamento de Organización de Empresas y Marketing
DS RIO
RD May 6, 2026