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In recent years, with the ready availability of online consumer reviews, consumers have increasingly resorted to online reviews for information and decision support. In fact, according to Forrester Research, more than 80 percent of online consumers consult others reviews when making purchasing decisions. Online consumer reviews have become a major assistive mechanism for consumer decision support. Travel purchases such as hotel booking and restaurant selection are such products where consumers increasingly resort to online reviews for information.Meanwhile travelers are increasingly willing to share online their views of and experiences with tourism and hospitality services. With an increasingly large amount of consumer generated information available, one potential challenge is information overload and information trustworthiness on the part of the consumers as these e-WOMs are essentially generated by strangers, albeit fellow travelers.…
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