Research on the Impact of Online Reviews on Hotel Customers' Purchase Intention

In the context of online hotel reservation, this paper, taking online reviews as the basis of research and hotel consumers as the research object, constructs a theoretical model to study the impact of online reviews on hotel customers' purchase intention based on S-O-R theory and information adoption model. The empirical analysis results show that the quality, form and price of online reviews significantly affect the perceived risk and perceived usefulness of hotel customers, which of them significantly affect the purchase intention of hotel customers.