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Análisis experimental del efecto boca-oreja electrónico en la intención de reserva de hoteles
Experimental Analysis of the Effect of Electronic Word-of-Mouth on Hotel Booking Intentions
Análise experimental do efeito boca a boca eletrônico na intenção de reserva de hotéis
DOI:
https://doi.org/10.15446/innovar.v35n95.104205Palabras clave:
efecto, hoteles, intención, reserva, boca-oreja electrónico (es)Electronic word-of-mouth, effect, hotels, behavioral intention, booking (en)
boca a boca eletrônico, efeitos, hotéis, intenção, estratégias de conteúdo de marca digital (pt)
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Las evaluaciones de productos y servicios que los usuarios comparten en plataformas digitales generan información boca-oreja electrónica. Esta información reduce el riesgo asociado al consumo, especialmente en los bienes de experiencia que incluyen atributos difíciles de evaluar. La presente investigación analiza el efecto boca-oreja electrónico sobre la intención de reserva de hoteles. Se examina el efecto de la valencia (opiniones positivas o negativas) y la tipología (valoraciones textuales o numéricas). Para lograrlo, se llevó a cabo un experimento con 280 usuarios de plataformas digitales de reserva de hospedaje. Con los datos obtenidos, se estimó un Anova de dos factores. Los resultados muestran que tanto la valencia del boca-oreja (positivo-negativo) como el tipo de opinión (cualitativas-cuantitativas) tienen un efecto significativo sobre la intención de reserva. En general, el boca-oreja positivo incrementa la intención de reserva, mientras que el boca-oreja negativo disminuye dicha intención. Respecto al tipo de opinión (cualitativas-cuantitativas), se observa que las opiniones cualitativas incrementan en mayor medida la intención de reserva que las opiniones cuantitativas. La principal aportación del presente estudio es la gene-ración de evidencia empírica concluyente respecto de un fenómeno con múltiples efectos sin tendencia clara en general, en este caso, desde un contexto poco estudiado y un sector clave para la economía latinoamericana.
The evaluations of products and services shared by users on digital platforms generate electronic word-of-mouth (ewom). This information reduces the risk associated with consumption, particularly for experiential goods that include difficult-to-evaluate attributes. This research examines the effect of ewom on hotel booking intentions, analyzing both the valence (positive or negative opinions) and type (textual or numerical ratings) of reviews. An experiment was conducted with 280 users of online lodging booking platforms. Data was analyzed using a two-factor anova. The results indicate that both the valence of ewom (positive or negative) and the type of review (qualitative or quantitative) significantly affect booking intentions. Generally, positive ewom increases booking intentions, while a negative one decreases them. Regarding review type, qualitative reviews have a greater impact on increasing booking intentions compared to quantitative reviews. The primary contribution of this study is the generation of conclusive empirical evidence regarding a phenomenon with multiple effects and no clear general trend, particularly within a less studied context and a key sector for the Latin American economy.
As avaliações de produtos e serviços que os usuários compartilham em plataformas digitais geram informação boca a boca eletrônica. Essa informação reduz o risco associado ao consumo, especialmente no caso dos bens de experiência que incluem atributos difíceis de avaliar. Na presente pesquisa, analisa-se o efeito boca a boca eletrônico sobre a intenção de reserva de hotéis. Examina-se o efeito da valência (opiniões positivas ou negativas) e a tipologia (valorizações textuais ou numéricas). Para isso, desenvolveu-se um experimento com 280 usuários de plataformas digitais de reserva de hospedagem. Com os dados obtidos, estimou-se um ANOVA de dois fatores. Os resultados mostram que tanto a valência do boca a boca (positivo/negativo) quanto o tipo de opinião (qualitativas/quantitativas) têm efeito significativo sobre a intenção de reserva. Em geral, o boca a boca positivo aumenta a intenção de reserva, enquanto o boca a boca negativo diminui tal intenção. Com respeito ao tipo de opinião (qualitativas/quantitativas), observa-se que as opiniões qualitativas aumentam em maior medida a intenção de reserva do que as opiniões quantitativas. A principal colaboração do presente estudo é a geração de evidência empírica conclusiva sobre um fenômeno com múltiplos efeitos sem tendência clara em geral, nesse caso, desde um contexto pouco estudado e um setor-chave para a economia latino-americana
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