리뷰어 작성기기 종류(모바일 vs. PC)가 호텔 리뷰의 언어적 스타일에 미치는 영향: 서울에 위치한 호텔의 외국인 여행자 리뷰를 중심으로

초록

Unlike PCs, mobile devices have become a major tool for creating and exploring information, providing access to the internet anytime and anywhere. As the influence of mobile devices on online consumer behavior grows, researchers have analyzed differences in consumer behavior based on the device used. However, there are not enough studies examining the differences in linguistic characteristics of reviews depending on the writing device. This study analyzed the effects of writing devices(mobile vs. PC) on four linguistic styles: review depth, analytical style, clout style, and readability, which are the linguistic characteristics of reviews. For empirical analysis, 1,830 review data were collected from 20 hotels located in Seoul from TripAdvisor, a leading review platform. A total of 616 review data written on mobile and PC devices were analyzed through propensity score matching. The analysis revealed that reviews written on mobile devices exhibited decreased review depth and analytical style while demonstrating increased clout style and readability compared to reviews written on PCs.

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