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

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

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

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.

Keywords: Visual information; Textual information; Online consumer behavior; Textual analysis; Sentiment analysis (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000606

DOI: 10.1016/j.jretconser.2021.102494

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