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| Research on Sharing and Showing-off Motivations of User-Generated Picture—An Empirical Study Based on Hotel Industry |
| SUN Qingyu，XU Jian |
| Dongbei University of Finance and Economics, Dalian, Liaoning, China |
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Abstract Based on several researches on motivations of electronic word-of-mouth communication, this study attempts to find predictors leading to the activities of posting user-generated picture by combining the specific practice of the hotel industry. By using a large number of online hotel reviews collected from Ctrip.com, this study takes product availability and brand reputation to measure sharing motivation, also takes product grade and price to measure showing-off motivation. The results show that customers post pictorial reviews influenced by sharing and showing-off motivations. Product availability exerts a significant negative impact to restrain customers’ willingness to share; brand reputation imposes a U-shape relationship, which means higher or lower brand reputation will promote customers to post pictorial reviews; compared to produce grade, price has a stronger effect on consumers’ motivation to show off and can significantly promote user-generated picture.
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Received: 21 March 2019
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