OTA在线评论对酒店预订决策的影响机制研究

Research on the Influence Mechanism of OTA Online Reviews on Hotel Booking Decisions

摘要: 在平台经济与数字消费深度融合背景下，OTA平台已成为酒店线上获客与消费者预订决策的重要场域，在线评论也由售后反馈工具演化为影响交易转化的关键信息机制。本文基于信息采纳理论和感知风险理论，围绕评论质量、评论数量、评论情感倾向、评论时效性与评论可信度五个维度，构建OTA在线评论影响酒店预订决策的分析框架，并结合酒店在线预订场景分析评论信息对消费者信息搜寻、方案评估与预订转化的作用路径。研究表明，高质量、高可信且具有时效性的评论能够显著提升消费者感知有用性与品牌信任，降低感知风险，进而增强预订意愿；评论数量和情感倾向则主要通过影响信息透明度、价值判断与决策效率作用于预订行为。研究认为，酒店应加强评论治理、差评回应与服务补救，平台应优化评论展示与真实性审核机制，以提升评论系统的信息效率和交易公信力。

Abstract: With the deep integration of the platform economy and digital consumption, online travel agency (OTA) platforms have become a major arena for hotel customer acquisition and consumer booking decisions, and online reviews have evolved into an important informational mechanism affecting booking conversion. Based on information adoption theory and perceived risk theory, this paper constructs an analytical framework from five dimensions—review quality, review quantity, review sentiment, review timeliness, and review credibility—to explain how OTA online reviews influence consumers’ information search, evaluation, trust formation, risk perception, and booking intention in hotel e-commerce settings. The study finds that high-quality, credible, and timely reviews can significantly improve perceived usefulness and brand trust, reduce perceived risk, and thus enhance booking intention, while review quantity and sentiment mainly affect booking decisions by shaping information transparency, value judgment, and decision efficiency. It is suggested that hotels should strengthen review governance, negative review response, and service recovery, while platforms should optimize review display logic and authenticity auditing mechanisms, so as to improve the information efficiency and transaction credibility of review systems.