| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 104 === Previous studies demonstrated that source credibility have a significant effect on purchase intention. Furthermore, website quality, relationship quality, and information sharing intention also have significant impacts on loyalty in social networking sites. This paper further explores the influence of reviews on consumer herd behavior in online hotel virtual communities. This work presents three studies examining herd behavior in online hotel virtual communities. Study 1 investigates the influences of a single article recommended quantity (more / less), and all articles total recommended quantity (more / less) on herd behavior in online hotel virtual communities. Study 2 investigates the influences of member qualifications (senior /junior), and numbers of Q&;A (high / low) on herd behavior in online hotel virtual communities. study 3 investigates the influences of article date (near / far), and region (domestic / foreign) on herd behavior in online hotel virtual. The three experiments involved a total of 975 subjects. The experimental results demonstrated that the impact of a single article recommended more on herd behavior are higher than a single article recommended less. Under a single article recommended less, the influence of all articles total recommended quantity are not significant on consumer herd behavior. Additionally, the influence of senior members on consumer herd behavior are higher than junior members. Under junior members, the influence of numbers of Q&;A have no significant effect on consumer herd behavior. Finally, the influence of article published date near on consumer herd behavior are higher than article published date far. When article published dates are not the same, the influence of domestic and foreign on consumer herd behavior are not significant.
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