Online reviews are complex, and users need to spend considerable time reading various sources. In addition, online platforms, such as TripAdvisor, only use 5 levels for reviewers' credit; hence, they lack credibility. Thus, this study investigated key factors that affect customer decision making. We proposed a model on the basis of a sentiment analysis in terms of positive and negative words and the concept of credibility inferred from prospect theory. We assumed that all users are neutral in reading reviews (no fixed reference point); that is, highly reliable reviews may have low risk and vice versa. This study used TripAdvisor to examine the proposed model and selected 10 out of 271 hotels in Las Vegas between January and February 2015, which is the peak season for traveling to Las Vegas. Through the sentiment analysis, we determined that the credibility factor affected the overall ranking. In this study, we combined sentiment analysis and credibility in the proposed model and provide references for enterprises regarding operation, management, and strategic decisions.
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