Consistency of online consumers' perceptions of posted comments: An analysis of TripAdvisor reviews

Khoo, Foo Sheng* and Teh, Phoey Lee * and Ooi, Pei Boon * (2017) Consistency of online consumers' perceptions of posted comments: An analysis of TripAdvisor reviews. Journal of ICT, 16 (2). ISSN 1675-414X

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Abstract

Ratings and comments play a dominant role in online reviews. The question, thus, arises as to whether or not there is any consistency in consumer perception of the reviews, and how future choices might be influenced. We analysed 2000 comments of 20 different hotels posted on TripAdvisor to determine if the comments posted by previous guests of a hotel influence the decisions of potential guests. Two hundred human raters were asked to consider 20 reviews and to rate a hotel based on the reviews. The Cohen Kappa coefficient was used to evaluate the degree of agreement on the hotel quality as determined by the human raters and the star rating given by the original reviewer. The results showed a high consistency between the human raters’ evaluation and the reviewers’ star rating. This research reveals the importance of website feedback such as TripAdvisor in influencing consumer choice.

Item Type: Article
Uncontrolled Keywords: Cohen Kappa; comments; degree of agreement; rating; online reviews
Subjects: H Social Sciences > HM Sociology
Divisions: Sunway University > School of Science and Technology > Dept. Computing and Information Systems
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 26 Sep 2017 08:53
Last Modified: 26 Apr 2019 09:11
URI: http://eprints.sunway.edu.my/id/eprint/532

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