EXPLORING THE INFLUENCE OF REVIEW VALENCE AND QUANTITY ON PERCEIVED REVIEW CREDIBILITY AND INTENTION TO USE AIRBNB

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dc.contributor.advisorWeeterings, I.
dc.contributor.authorHutten, Cherique
dc.date.issued2023-07-03
dc.description.abstractOnline reviews are a determining factor for intentions to use a particular service, with credibility of reviews playing a major role. According to previous literature, this perceived review credibility is partly determined by both review valence and the number of reviews published on a website. However, little research has been done on the extent to which review valence affects the intention to use Airbnb through perceived review credibility and to what extent review quantity moderates this relationship. To fill this gap, online experimental research was conducted using a 2 (positive vs. negative review valence) x 2 (low vs. high review quantity) between-subject design, with 216 usable respondents from the Netherlands. Results indicated that there is an insignificant effect of perceived review credibility on the intention to use, and perceived review credibility does not mediate the relationship between review valence and the intention to use Airbnb. This study also found that there is no significant difference in credibility perception of reviews between negative reviews and positive reviews, and the moderating effect of review quantity on the relation between review valence and perceived review credibility is also insignificant. It can be concluded that review valence does not affect the intention to use Airbnb through perceived review credibility, and review quantity does not moderate the effect of review valence on perceived review credibility. Nevertheless, the attitude towards Airbnb does affect the intention to use Airbnb and perceived review credibility. Therefore, it is recommended to consider and further investigate if perceived review credibility, the number of reviews, and review valence influence the attitude towards Airbnb instead of the intention to use Airbnb.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/16516
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleEXPLORING THE INFLUENCE OF REVIEW VALENCE AND QUANTITY ON PERCEIVED REVIEW CREDIBILITY AND INTENTION TO USE AIRBNB
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