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The Effect Of Online Customer Reviews On Customer's Perceived Risk Associated With Online Leisure Hotel Booking, Biwei Yang
Open Access Theses
As online shopping is widely used in the hospitality industry, research in this field constantly strives to understand the customer behavior in online purchasing activities. Online customer reviews (OCRs) and perceived risk have been extensively evaluated in previous studies in related with online purchasing. In spite of the large body of work on the topic of OCRs effect on consumer behavior, it is still unclear that how OCRs affect the decision process of the consumers when they make online booking. Due to the intangibility of hospitality or tourism product and the nature of online booking, risk perception is considered as …