Continued use of online consumer review sites : the influence of information quality

Abstract

Abstract: The purpose of this study is to examine the influence of information quality on user satisfaction with online review websites and on customers’ behavioural intention to continue using guest house review websites. Data used in the analysis was collected using a structured questionnaire from 306 users of customer review sites from Gauteng, South Africa. The data was analysed using version 24 of SPSS. The findings revealed that perceived quality of information on review sites has positive influence on user satisfaction and on continued use intentions of the review websites. The findings also revealed a positive relationship between user satisfaction with a review website and behavioural intention. The findings point to the need for guesthouse owners to recognise that users go through a purchasing decision process, the first step of which is conducting research through online review sites. Site owners should promote provision of high quality information on review sites and should ensure that reviews accurately reflect their guest house