CONSISTENCY OF ONLINE CONSUMERS’ PERCEPTIONS OF POSTED COMMENTS: AN ANALYSIS OF TRIPADVISOR REVIEWS

Authors

  • Foo Sheng Khoo Department of Computing and Information Systems Sunway University, Malaysia
  • Phoey Lee Teh Department of Computing and Information Systems Sunway University, Malaysia
  • Pei Boon Ooi Department of Computing and Information Systems Sunway University, Malaysia

Keywords:

Cohen Kappa, comments, degree of agreement, rating, online reviews

Abstract

Ratings and comments play a dominant role in online reviews. The question, thus, arises as to whether or not there is any consistency in consumer perception of the reviews, and how future choices might be influenced. We analysed 2000 comments of 20 different hotels posted on TripAdvisor to determine if the comments posted by previous guests of a hotel influence the decisions of potential guests. Two hundred human raters were asked to consider 20 reviews and to rate a hotel based on the reviews. The Cohen Kappa coefficient was used to evaluate the degree of agreement on the hotel quality as determined by the human raters and the star rating given by the original reviewer. The results showed a high consistency between the human raters’ evaluation and the reviewers’ star rating. This research reveals the importance of website feedback such as TripAdvisor in influencing consumer choice.

 

Additional Files

Published

06-11-2017

How to Cite

Khoo, F. S., Teh, P. L., & Ooi, P. B. (2017). CONSISTENCY OF ONLINE CONSUMERS’ PERCEPTIONS OF POSTED COMMENTS: AN ANALYSIS OF TRIPADVISOR REVIEWS. Journal of Information and Communication Technology, 16(2), 374–393. Retrieved from https://e-journal.uum.edu.my/index.php/jict/article/view/8237

Issue

Vol. 16 No. 2 (2017): Journal of Information and Communication Technology (JICT) Vol.16, No.2, December 2017

Section

Articles