Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
247
H2b:

Exposed to non-diagnostic traveler reviews containing both positive and negative messages, consumers with 
no established pre-decisional disposition are likely to form a negatively valenced evaluation of traveler reviews due 
to greater weighing of the negative information.

 
Although pre-decisional information distortion is likely to be robust in the information processing of online 
traveler reviews and thus account for a large proportion of the effect of traveler reviews on consumers’ purchase 
decisions, we do predict perceived source credibility and perceived favorability of traveler reviews have “residual” 
effects on consumers’ purchase intent. The hypothesis is summarized as follows: 
H3:
Perceived source credibility and perceived favorability of traveler reviews positively influence consumers’ 
purchase intent after controlling for pre-decisional disposition.