1. Online Peer Reviews
Presented by
Woo Jeong Kim 42546898
YunruFeng 41958896
Zhenlan Lin 41958681
Hsuan Chang Chien 42497730
ElitzaKostourinska 42544607
MKTG7503 Advanced Consumer Behaviour 6/04/2012

2. Introduction
e-WOM
revolution
Build up
more
credible
source.
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3. Topics
• McGuire’s Four
Motivation
General Categories
Personality • Myers-Briggs Theory
Reference • Decision making
Group process
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4. Tripadvisor.com
<TravelTrendsTM Weekly, 2008>
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5. Tripadvisor – Useful Tools
Trip Friends
Trip Wow
Mobile Apps
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6. Research Methodology
 Primary research
Qualitative
• In-depth interviews
Quantitative
• Online survey
 Secondary research
Academic Journal articles
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7. Motivation
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9. McGuire’s Four General Categories
• Cognitive motives: focus on the person’s need for being
adaptively oriented toward the environment and achieving a
sense of meaning.
• Affective motives: deal with the need to reach satisfying
feeling states and to obtain personal goals.
• Preservation-oriented motives: emphasize the
individual as striving to maintain equilibrium.
• Growth motives: emphasize development
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10. Nike plus
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11. Motivation
Survey findings
For which occasion(s) below stimulate you to
use tripadvisor.com?

12. When you read online reviews what aspect(s)
of that review is most important for you?

13. • “ the main online activities for trip planning would be
price comparison for
flight, accommodation, map, rental car”
• “I trust sincere review and we can find small motels
or B&B as well as big chain hotels, there are lots of
good information of these kinds of small or not well-
known local places to use lower budget.”

14. Motivation
Secondary research
• What Motivates Consumers To Write Online Travel
Reviews?
• Motivations for contributing e-WOM
1) Enjoyment
2) Exertion of collective power over companies
3) Venting negative feelings
4) Concerns for other consumers
5) Helping the company
6) Expressing positive feelings
7) Positive self-enhancement
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15. Motivation
Secondary research
Motivation Construct
Enjoyment/positive self-
28% 27% enhancement
Venting negative feelings
& collective power
18% Concerns for other
27% consumers
Helping the company
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16. Motivation
Secondary research
• Demographic Differences
more motivated
•to help the to ease their
company negative feelings.
•Enjoyment/self-
enhancement
• The low-income group: Higher perceived risk of travel.
• Express negative emotions.
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17. Personality
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18. Personality
• Drives interrelated aspects of Theory
Four Personas Based On Myers-Briggs …
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19. Personality
Survey Findings
Humanistic
2% Four Website
Personas
Methodical Classifications
16%
Spontaneous Competitive
24% 58%
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20. Survey Findings
Categorize your traits
60.0%
50.0%
41%
40.0% 37%
Analytical
30.0% Driver
Amiable
20.0%
Expressive
10.0%
0.0%
Competitive Spontaneous Methodical Humanistic
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21. Frequency to leave comments
Frequentely
Humanistic
Occasionaly 32%
Methodical
42% Spontaneous
Competitive
Never
0.0% 20.0% 40.0% 60.0% 80.0%
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22. Respondents’ Roles In Group Trip Planning
70.0%
60.0%
50.0%
40.0% Competitive
Spontaneous
30.0% 26.7% Methodical
20.0% Humanistic
10.0%
0.0%
Organizer Participator Follower
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23. The Reasons Why Feel Favorable towards Tripadvisor.com
•Yes, reputation
•it is because tripadvisor is the
Competitive says biggest online travel
community, rather than travel
•It is more famous... agency.
•looks more organized
• the interface is too complicated. The
information about the city I was traveling Humanistic says
too however was very helpful
Methodical says
•Yes •Trip advisor has a good foundation of
•No information and many member features.
•No idea I like being able to track my travels with
a world map.
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24. Personality
Secondary research
• Research on correlation between the way
people look online and personality types.
– 140 respondents were asked.
– Being eye tracked when skim over the
website
– Complete MBIT assessment individually
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25. Secondary research Result
• Difference
in Viewing
Habits
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26. Secondary research Result
• Preference over metaphorical and realistic image
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27. Reference Group
http://www.youtube.com/watch?v=owGykVbfgUE

28. Reference Group
The nature of RG influence
• Information influence
• Normative influence
• Identification influence
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29. Most influential reference group
Friends
6.74%
Family
14.04%
38.20% Colleagues
5.62%
Travel agency
11.24%
Professional
reviews
24.16% Others

30. Benefits from Word-of-mouth
1. There is more potential input to a decision
2. Internet information is more diverse.
3. Higher quality input into a decision

31. Evaluation of online reviews
• Based on Content
• Based on Source
The perception that the
source is similar to the
reader leads to greater
persuasive effect.

32. Effects On Consumer Decision Process

33. Advantage of Online Reviews
saves time 54%
enjoyable travel planning 52%
helps plan a trip 55%
ease decision 62%
provide ideas 68%
reduce uncertainty 61%
avoid places/services 50%
evaulate alternatives 62%
learn about destination 65%
0% 10% 20% 30% 40% 50% 60% 70%

34. Prime Source Of Information
0.65%
3.87%
7.74%
Internet search
Travel agent
18.06% 43.32% Social network
Word of mouth
Maganize
Printed media
8.39%
Other
18.06%

35. To what degree will ranking list
affects your trip planning 23% 39% 38%
decision?
How likely will these online peer Unlikely
reviews affect your purchasing 13% 42% 46%
Indifferent
intention? Likely
To what extent, do you trust 14% 45% 42%
online peer reviews?
0% 20% 40% 60% 80% 100%
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36. Willingness To Post Comments
How often do you make comments after using tripadvior.com for
purchasing?
80.00%
70.00%
60.00%
50.00%
40.00% How often do you make comments after using
72.15% tripadvior.com for purchasing?
30.00%
20.00%
10.00% 24.05%
0.00% 3.80%
Never Occasionally Frequently
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37. Conclusion
 Motivation Seeking information
 Personality Website layout
 Reference group WOM
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