Factors that affect customer's reliance on E-WOM in hotel industry.

Abstract

The purpose of this research was to find the key factor in which affect to customer’s reliance on e-WOM in hotel industry. Furthermore, the information is collected by using literature review and quantitative method. The sample consisted of 133 respondents who are age 20 to more than 40 years old. The questionnaire was used to collect data which were analyzed by frequency and descriptive which processed by SPSS program. The result of this research will present three factors in which influence customer’s reliance with e-WOM before they make a hotel booking such as uncertainty reduction, volume of online reviews and valence of online reviews. The finding showed that most of people check online review to gain more assurance and to gain more information with the place that they have not experienced before. Most of people place their trust on the high numbers of positive review and weight the information with the negative reviews at the same time if there is any conflicting comment.