International Journal of
Innovation, Management and Technology

Abstract— Online customer reviews are important in influencing online booking in the hotel industry. The uncertainty of network coexists with customer dependence. This paper expects to guide the overall layout of Economy Chain Hotels by macro-policy based on the policy released by the government and provide some reference for the strategic layout of Economy Chain Hotels. Through the case study of Xiamen City, TAM model was used to investigate perceived ease of use and perceived usefulness, and the perceived risk and consumer purchase decision variables were added to the questionnaire. This paper makes comments and suggestions: Improve perceived ease of use, convenient for consumers; enhance perceived usefulness, more informative and accurate data; reduce perceived risk, increase consumer trust; combine local culture, provide personalized services; timely adjust strategy and macro layout. Promote the interests of both the supply and demand sides, and provide decision-making reference for relevant departments.

Index Terms— Factors influencing consumer purchasing decisions, online review, TAM model, Xiamen Economy Chain Hotels.

Ou Li and Zhou Jing are with the School of Cultural Industry and Tourism, Xiamen University of Technology, Xiamen, 361004 China (e-mail: liou@ xmut.edu.cn, 1450710766@qq.com). Yuewei Lin is with the Faculty of Arts, the University of Melbourne, Melbourne, VIC 3053, Australia (e-mail: yuelin@student.unimelb.edu.au).

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Cite: Ou Li, Zhou Jing, and Yuewei Lin, " The Impact of Online Comments on Consumers’ Purchase Decisions in Economy Chain Hotels," International Journal of Innovation, Management and Technology vol. 11, no. 3, pp. 76-80, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).