INVESTIGATING ONLINE REVIEWS: THE CASE IN PHILIPPINE RESORTS

Abstract

Online consumer reviews in Philippine resorts are tremendously occupying a significant place in one’s choice and are deemed domineering information springs in consumer decision-making process. This study examined the determining factors of consumer trust on online reviews, the assertions of cognitive dissonance as part of pre-purchase behavior, and their effects to customers’ purchase likelihood from the perspective of 250 customers located in the Philippines, specifically in Metro Manila, Metro Davao and Metro Cebu. However, the selected resorts, as study sites, are located in Region IV in the Philippines. Data from online survey were analyzed using Spearman rank correlation coefficient and regression analysis. Initial findings showed that the determinants of consumer trust towards online reviews such as argument quality (.826), source credibility (.737) and perceived quantity of reviews (.738) had greatly influence consumer trust. However, the assertions of pre-purchase cognitive dissonance, such as change belief, change action and change action perception, were not influenced by the determinants. Findings also revealed that pre-purchase cognitive dissonance (with a value of -.084) has a negative impact to the purchase likelihood, whereas consumers’ trust (with a value of .454) has a positive impact to the purchase likelihood.