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Impact of visual information on online consumer review behavior: Evidence from a hotel booking website

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  • Kim, Molan
  • Lee, Seung Min
  • Choi, Sanghak
  • Kim, Sang Yong

Abstract

The types and amount of visual and textual information differently influence consumers' responses towards experiential products. This research empirically examines the impact of visual information on consumers' online review behaviors by analyzing online data collected from hotel booking website Agoda.com. The empirical results indicate that visual information has a positive impact on consumers’ responses, which are measured through online review ratings and sentiment. This result is observed only when various types of visual information such as, photos of rooms, facilities, views, and restaurants, are provided. However, consumer responses tend to be negative as the number of photos, regardless of type, increases.

Suggested Citation

  • Kim, Molan & Lee, Seung Min & Choi, Sanghak & Kim, Sang Yong, 2021. "Impact of visual information on online consumer review behavior: Evidence from a hotel booking website," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000606
    DOI: 10.1016/j.jretconser.2021.102494
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    Cited by:

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    6. Pedro Cuesta-Valiño & Sergey Kazakov & Pablo Gutiérrez-Rodríguez & Orlando Lima Rua, 2023. "The effects of the aesthetics and composition of hotels’ digital photo images on online booking decisions," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    7. Pal, Shounak & Biswas, Baidyanath & Gupta, Rohit & Kumar, Ajay & Gupta, Shivam, 2023. "Exploring the factors that affect user experience in mobile-health applications: A text-mining and machine-learning approach," Journal of Business Research, Elsevier, vol. 156(C).
    8. Chuanming Sun & Xingyu Chai & Qing Fan & Wenyuan Zhang, 2023. "The Impact of Hygiene Factors on Online Hotel Consumption in China during the COVID-19 Pandemic," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
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