| Summary: | 碩士 === 國立臺北科技大學 === 管理學院經營管理EMBA專班 === 107 === This study mainly discusses the hotel evaluation indicators provided by the online reservation website, the post-accommodation comments of customers, and the impact on the purchase decision of potential customers. In order to make reference to the decision-making of consumers in the future; The response attitude of customer reviews on online booking websites is related to consumer purchasing decisions, with a view to provide real service management directions to hotel managers in the future.
Through the five major facets of review websites information: Stars (rating), number of comments, and ranking, positive and negative comments. Hotels reply to the two major facets: the satisfaction towards the positive and negative comments, and cross-analysis with purchase intention and recommendation willingness. After the questionnaire was collected, in order to verify the previous research hypothesis, methods such as multiple regression analysis, descriptive statistical analysis, and SPSS22.0 statistical software system were used to process and analyze the valid sample data. Verify the research hypothesis of this study and obtain the following results:
(1) Stars (ratings),number of comments, rankings, number of positive comments, and overall number of comments are all significantly related to "purchase of intention ", and are rated as the most important factor, positive comments. Quantity is a relatively important factor.
(2) Stars (ratings), overall number of reviews, rankings, positive comments, and hotel satisfaction with positive comments are all significantly related to “recommendation willingness”, with “total number of comments” and “the hotels’ positive satisfaction with review responses” being the most important factor.
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