게스트하우스에 대한 리뷰 메시지 유형이 행동의도에 미치는 영향: 리뷰의 지각된 가짜성과 리뷰 유용성의 매개효과를 중심으로

The impact and the influence of online customers' reviews have become very prominent before making a decision due to the travelers' highly perceived risk and uncertainty. However, the emergence of fake reviews in recent years has led to a negative impact on the firms and customers, resulting in a negative impact on customers’ decision-making. This study attempts to examine how the types of online review messages influence behavioral intention and understand the underlying mechanisms of the perceived fakeness of review and review usefulness. The study conducted two conditions based on review message types (concreteness vs. abstractness) based on a between-subject design. The main findings are summarized as follows: concrete message negatively influences the perceived fakeness of reviews and has a significantly positive relationship with review usefulness and behavioral intention than the abstract message. In addition to verifying the mediation effect, the concrete review indirectly affects on behavioral intention through the perceived fakeness of the review. Moreover, the relationship between concrete reviews and behavioral intention is fully mediated by serial mediation through the perceived fakeness of review and review usefulness. This study provides useful insights for identifying factors that generate perceived fakeness of reviews and extends the research on the types of messages in the context of guesthouse online reviews.