AUTHOR=Li Xianchun , Fan Yiying , Zhong Xin , Hu Jiajing TITLE=Brand first? The effect of hotel online word-of-mouth on consumer brand sensitivity JOURNAL=Frontiers in Psychology VOLUME=13 YEAR=2022 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.986620 DOI=10.3389/fpsyg.2022.986620 ISSN=1664-1078 ABSTRACT=

With the e-commerce development and changing of hotels’ booking channels, the online word-of-mouth, as a new signal of quality, is becoming to attract more attention of consumers. Using the scenario experiment, this study explores the effect of online word-of-mouth on brand sensitivity of consumers during the decision making for hotel booking. The results show that if the information about hotels obtained is limited in the decision-making process, consumers would have a higher sensitivity to the hotel brand. Increasing information about the online word-of-mouth can effectively reduce consumers’ brand sensitivity to hotels. Besides, the moderating effect of the hotel grade on the relationship between the online word-of-mouth and brand sensitivity is affected by the scale of the negative differences of word-of-mouth.