Indiana University-Purdue University Indianapolis (IUPUI) / The aim of the study is to assess the impact of robot service on hotel guest experiences. Application of technology in tourism and hospitality services is growing each day. Using robots in hospitality establishment is becoming more and more popular, mainly because it can help cut down the labor costs, increase efficiency and reduce human contacts. Very few studies, however, have been done on examining customer experience regarding robots used in the hotel. Social media sites such as TripAdvisor are popular platforms where people share their first-hand experiences. Hence, this study focuses on studying the reviews of robotic hotels. Using the software Leximancer, reviews were studied and categorized in different themes to understand if the presence of the robot would create positive or negative experience for customers. The sample of the study included total of 2383 reviews related to robotic hotels from TripAdvisor from January 2011 to October 2020. The findings highlighted the major themes as Room, Robot, Hotel and Staff and their relationship with the ratings. It also provided insights into the contribution of robot service to consumer’s hotel experiences. / 2021-12-01

During the last decade online retail sales have been growing constantly. This growth has been possible due to different factors like online reviews. Online reviews have been proven successful in predicting different variables like trust and sales in online settings; however, the impact of online reviews on other variables like customer satisfaction has not been widely studied. Based on expectation-disconfirmation theory, this study analyzes the effect of online reviews on customer satisfaction. A set of six hypotheses were proposed and tested by using a controlled experiment. A total of 278 usable responses were obtained from a sample of college students from a major Midwest US university. Five of the six hypotheses were supported. Results indicated that expectations and perceived performance are significant predictors of disconfirmation. They also indicate that disconfirmation is a significant predictor of satisfaction. Regarding the effect of online reviews on satisfaction, results showed an indirect effect of online reviews on satisfaction mediated by expectations and disconfirmation. Results have implications for research and practice. For research, results help to increase the understanding of customer expectations formation in online settings. For practice, results give advice to sellers about how to increase customer satisfaction.

Previous research has shown how venting one’s feelings can reduce the negative emotions of a consumption experience. This study proposes a general process of how consumers with feelings of unfairness due to a negative consumption experience can achieve emotional disclosure and reduced unfairness by posting online reviews. By using an experimental design with scenarios, this study tests how the perceived unfairness in this process is affected by the party encouraging the consumer to post an online review and the consumer’s public commitment. A student sample was divided into four groups and the perception of unfairness was compared between the groups depending on whether the party encouraging the feedback was a company perceived to be responsible for the sense of unfairness or an independent party and whether when the consumer was identifiable or anonymous to see if public commitment had an effect. Results showed that emotional disclosure was found to reduce the perceived unfairness in all groups. There was no significant difference between being encouraged by the company or independent party. Furthermore, no public commitment was in effect, even when participants’ answers were thought to become known to others. The results indicate that companies may prefer to encourage consumers to provide feedback themselves rather than using a third party and that posting online reviews will not make the consumer committed to their feeling of unfairness.

Abstract Introduction Word-of-mouth (WOM) is based on personal recommendations where the sender is known by the consumer, thus, the persuasive nature of WOM is attributed to trust between the sender and the receiver of a message. Electronic word-of-mouth (eWOM) however, eliminates the consumer’s ability to judge the credibility of sender and message. Nevertheless, a high amount of people read online reviews about products and therefore make use of eWOM. Online reviews can be anonymous or can offer additional personal details of the sender and can have an influence on the credibility of the message, which in turn, can induce different attitudes towards specific products. Purpose This study aims to identify as well as understand the relationship between anonymous and semi anonymous eWOM and its corresponding characteristics in regards to the attitudes of consumers towards a laptop computer. Methodology A qualitative research method was conducted with the intention to understand the relationship between anonymous and semi anonymous eWOM towards consumers attitude. Primary data was collected, as the authors of this study were not able to locate research studies concerning the difference between anonymous and semi-anonymous eWOM and its relationship towards consumer’s attitudes. For this reason, four focus groups were carried out with students from the Jönköping University. During a pilot study, differences between male and female participants became visible therefore the focus groups were separated between men and women with the intention of collecting significant data. Conclusion The research was successful as it led to identify a relationship between the personal attributes of an online reviewer and the consumer attitudes towards a laptop. By reading online reviews and thus, observing the opinion of other people as well as using comparisons of different laptops, consumers form attitudes towards laptops. Moreover, it appears that consumers’ attitudes are more likely to be influenced by the message if it is perceived as credible. Several personal attributes of a reviewer such as name, photograph of a person, pseudonym, age, gender, country of residence and profession were identified to have an influence on the credibility of a message, whether they might increase or decrease the credibility. Additionally, it became visible, that women are relatively more likely to be influenced by personal attributes of a reviewer than men.

We present a novel marketing method for consumer trend detection from online user generated content, which is motivated by the gap identified in the market research literature. The existing approaches for trend analysis generally base on rating of trends by industry experts through survey questionnaires, interviews, or similar. These methods proved to be inherently costly and often suffer from bias. Our approach is based on the use of information extraction techniques for identification of trends in large aggregations of social media data. It is cost-effective method that reduces the possibility of errors associated with the design of the sample and the research instrument. The effectiveness of the approach is demonstrated in the experiment performed on restaurant review data. The accuracy of the results is at the level of current approaches for both, information extraction and market research.

Due to the rapid development of Internet communication technologies (ICTs), an increasing number of social media platforms exist where consumers can exchange comments online about products and services that businesses offer. The existing literature has demonstrated that online user-generated content can significantly influence consumer behavior and increase sales. However, its impact on organizational operations has been primarily focused on marketing, with other areas understudied. Hence, there is a pressing need to design a research framework that explores the impact of online user-generated content on important organizational operations such as product innovation, customer relationship management, and operations management. Research efforts in this dissertation center on exploring the co-creation value of online consumer reviews, where consumers' demands influence firms' decision-making. The dissertation is composed of three studies. The first study finds empirical evidence that quality signals in online product reviews are predictors of the timing of firms' incremental innovation. Guided by the product differentiation theory, the second study examines how companies' innovation and marketing differentiation strategies influence app performance. The last study proposes a novel text analytics framework to discover different information types from user reviews. The research contributes theoretical and practical insights to consumer-centric innovation and social media analytics literature. / PHD

Thesis advisor: Michael Grubb / Online reviews have gained importance for consumers when shopping for experience goods. This dissertation documents the impact of Tripadvisor.com reviews on the hotel industry. In the first chapter, I investigate the causal impact of Tripadvisor review ratings on hotel performance via a regression discontinuity design. The results indicate that a 1-point increase in review rating leads to a 1.6% increase in revenue, a 1% increase in bookings, and a 0.4% to 0.6% increase in prices. Furthermore, the impact on bookings has increased over time. In the second chapter, I evaluate the welfare impact of Tripadvisor review ratings in providing information about quality. I develop a structural model of hotel demand and supply that takes price endogeneity and capacity constraints into consideration. Counterfactual experiments reveal that the removal of Tripadvisor from the status quo results in per-capita consumer surplus loss ranging from $0 to $5.8, with a more significant decrease in consumer surplus when prior knowledge about quality is less accurate. Hotels with higher quality than expected absent reviews benefit from review ratings, while the opposite is true for others. In the third chapter, I analyze the relative influence of Tripadvisor ratings on chain-affiliated and independent hotels and evaluate the value of Tripadvisor ratings compared to chain brands using the methodology developed in previous chapters. I find there is no significant difference in the effect of rating rounding on occupancy rates for chain-affiliated hotels versus independent hotels. Counterfactual experiment results suggest that despite chain brands providing value to consumers, Tripadvisor ratings provide additional value of about $0 to $4 per capita. In scenarios where Tripadvisor was not present, Chain-affiliated hotels benefit from brand affiliation while independent hotels are harmed. / Thesis (PhD) — Boston College, 2023. / Submitted to: Boston College. Graduate School of Arts and Sciences. / Discipline: Economics.

Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies. / Business Administration/Marketing

In this dissertation, I investigate how online social interactions and user-generated content affect sellers and consumers in online platforms. I conduct three empirical studies to understand the effect of user-generated content in three different types of online platforms: (1) an e-commerce marketplace, (2) an online reviews platform, and (3) an online health community. In study one, I examine how social features (e.g., following others, sharing others’ products) within an electronic commerce marketplace affect status and sales for sellers. This essay contributes to the literature on electronic commerce by deepening the understanding of online social processes among sellers. In study two, I explore how humorous appropriation of an online review platform affects purchase intention and consumer engagement. Utilizing both controlled experiments and analysis of real-world reviews, I demonstrate that humorous appropriation attenuates the effect of review valence on purchase intentions and increases consumer engagement. In study three, I investigate how community ratings are related to patient treatment evaluations and compliance in an online health community. I find that community ratings are positively associated with treatment evaluations and compliance. Moreover, I find that community size and ratings variance moderate the effect of community ratings on treatment evaluations and compliance. Taken together, these essays contribute to the literature on Information Systems by augmenting the understanding of the effects of different types of user-generated content on social (status, engagement, and evaluations) and economic outcomes (purchase intentions and sales). The studies also offer insights for strategic decisions regarding user-generated content in online platforms. / Business Administration/Management Information Systems

Online reviews, which are consumer-generated messages, play a vital role in the consumer decision making process especially prior to their purchase adoption (i.e., pre-usage). The objective of this research is to investigate the effects of two-sided online reviews’ contents affecting the consumers' attitudes at the pre-usage stage of a focal experience service. Contrary to one-sided reviews (i.e., only positive or negative information), two-sided reviews contain both positive and negative information about a product/service: Two-sided reviews are considered more informative. Extant studies make an important assumption that there is no information asymmetry between writer/source of two-sided reviews and consumers that read/receive it. Their implicit assumption is that the attitude of the writer/source of the two-sided review is completely transferred to the reader/receiver of the review. Given the subjective nature of two-sided online reviews for experience goods, we contend that such an assumption is flawed because transfer of personal experience in form of attitude towards a focal object/service to others is fraught with ambiguity and uncertainty that can mitigate the transfer. Drawing on ambivalence and prospect theories, our hypothesis states that: the anticipatory ambivalence of the receiver/reader based on a two-sided review content for a focal service is higher than the ambivalent attitude of the source/writer of the review who has already experienced the focal service. Our empirical study, consisting of 1492 subjects from Canada and the United States, supports our stated hypothesis. The implication of our finding is profound. It shows that the extant literature had underestimated the negative attitude of the receiver/reader of the online reviews in their investigation, which confound their findings. To that end, we provide future research direction and implications of our findings in practice. / Thesis / Doctor of Philosophy (PhD)