The Sequelae of Hotel Pre-Sale: The Influence of

Electronic Word-of-mouth Dispersion on Booking

Cancellation Behavior
2021 IEEE/ACIS 19th International Conference on Computer and Information Science (ICIS) | 978-1-6654-1893-5/21/$31.00 ©2021 IEEE | DOI: 10.1109/ICIS51600.2021.9516849

Mengmeng Song Weili Wu Yucong Duan

Tourism College School of Management School of Computer Science and
Hainan University Shandong University Cyberspace Security
Haikou, China Jinan, China Hainan University
smmlgl@msn.com 2454541282@qq.com Haikou, China
duanyucong@hotmail.com

Abstract—With the normalization of epidemic prevention,

This work was supported by Natural Science Foundation of China
many hotels regard pre-sale as a “life-saving straw”, but it
Project (NO.72062015), Hainan Provincial Natural Science Foundation
leaves a “sequelae” of booking cancellation. Therefore, based
Project (No.620RC561), Hainan Education Department Project
on risk aversion theory and attribution theory, this paper
(NO.Hnky2019-
studies the influencing factors of hotel booking cancellation
13), Hainan University Educational Reform Research Project
behavior of consumers through situational experiment.
(No.HDJY2102, No.HDJWJG03)，Hainan University Research Fund
Results show that: (1) Electronic word-of-mouth dispersion
Project (NO.19ZMQG25).
has a significant positive impact on booking cancellation
However, after booking, the hotel consumer is likely to be
behavior of hotel consumers. (2) Attribution selection can
informed of other more important product information and
mediate the influence of hotel electronic word-of-mouth
take further action, namely whether to cancel the booking.
dispersion on booking cancellation behavior of consumers. (3)
Cancellations leave rooms empty, resulting in a loss of
Self-construal can moderate the influence of electronic word-
revenue [3]. Thus, this shows that the key to the success of
of-mouth dispersion on attribution selection. Findings
the hotel pre-sale model is how to reduce booking
explore the important factor that influence the booking
cancellations of consumers.
cancellation behavior of hotel consumers, and provides
As a kind of electronic word-of-mouth, the existing review
theoretical guidance and reference for the management of
is the main source for other consumers to obtain product
hotel booking cancellation phenomenon.
information [4]. In the case of a favorable price, the impulsive
Index Terms—self-construal, electronic word-of-mouth
buying behavior of hotel consumers prompts the electronic
dispersion, booking cancellation behavior, online supporter
word of mouth become the frame of reference for hotel
reviews
consumers to cancel the reservation. Therefore, electronic
word of mouth has been an important factor affecting booking
I. INTRODUCTION
cancellation behavior of consumers. Word-of-mouth has
In the pre-sale mode, online behavior of consumers can be
volume, valence, and dispersion characteristics [5].
viewed as two separate process of whether to book and
Considering that that the average valence of most products is
whether to cancel [1]. For booking decisions of consumers,
positive in real life [6], dispersion is introduced for hotel
the scarcity effect of limited pre-sale brings a sense of
consumers to judge electronic word-of-mouth. Electronic
urgency to consumers, making them book hotels because they
word of mouth dispersion may represent the difference of
are prone to impulsive buying behavior [2].

978-1-6654-1893--5/21/$31.00 ©2021 IEEE 3

ICIS 2021-summer, June 23-25, 2021, Shanghai, China
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word-of-mouth reflected in the standard deviation of star-
rating of a product or service [5，6]. It is often presented by
the word-of-mouth star-rating distribution map. When
consumers face the dispersion of electronic word-of-mouth,
they tend to explain the reasons for dispersion [5]. Based on
the attribution theory, existing studies have attributed the
dispersion of word-of-mouth to product causes or reviewers'
causes [5]. But hoteliers are increasingly employing online
supporter reviews to post fake reviews in order to increase the
number of good reviews [7]. It is difficult for consumers to
judge the authenticity of electronic word-of-mouth. And hotel
consumers will question the authenticity of word-of-mouth
when faced with dispersion of word-of-mouth and attribute it
to real and false reviews. Therefore, the original attribution
perspective based on real reviews has certain limitations. Real
comments are generally consumer comments, fake comments
are mostly online supporter comments. Therefore, based on
the attribution theory, this paper puts forward a new
attribution perspective, that is, the dispersion of electronic
word-of-mouth is attributed to consumer comments and
online supporter comments.
Previous studies have shown that different consumers have
different attitudes towards electronic word-of-mouth [5].
Hotel consumers may reduce the dependence on word-of-
mouth because of the pursuit of product uniqueness, but also
value electronic word of mouth in pursuit of social approval.
These characteristics correspond to the differences between
independent and interdependent self-construal in their views
of electronic word-of-mouth. Based on this, this paper
introduces self-construal as a moderate variable to explore the
role of electronic word-of-mouth dispersion on attribution
selection.
In conclusion, based on the risk aversion theory and the
attribution theory, this paper firstly explores whether the
dispersion of electronic word-of-mouth would impact
booking cancellation behavior of hotel consumers. Secondly,
attribution selection was introduced as a mediating variable
to clarify the mechanism of electronic word-of-mouth
dispersion on cancellation behavior of consumers. Finally,
self-construal is introduced as a moderate variable to reveal
the boundary of the effect of electronic word-of-mouth
dispersion on attribution selection. The conclusion of this
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study can not only fill the theoretical gap of the study on the
dispersion of electronic word-of-mouth in hotel industry, but
also provide help and theoretical guidance for hotels to avoid
the occurrence of booking cancellation behavior.
II. LITERATURE REVIEW AND HYPOTHESES
A. Effects of electronic word-of-mouth on booking cancel-
ation behavior
Nowadays, OTA（Online Travel Agency） platforms use
a word-of-mouth star-rating distribution map to summarize
ratings. Word-of-mouth star-rating distribution map, with its
intuitive and clear characteristics, plays an important role in
the decision-making of hotel consumers [6], which makes the
dispersion of hotel electronic word-of-mouth constantly draw
the attention of scholars. Electronic word-of-mouth
dispersion refers to the difference of word-of-mouth reflected
in the standard deviation of star rating of a single product or
service [8]. When hotel consumers read reviews on OTA
platforms, they experience two different discrete scenarios of
electronic word-of-mouth. One is that most commenters hold
similar opinions of word-of-mouth, namely low dispersion.
In this case, hotel consumers are easier to evaluate the quality
of products or services, and their perceived decision-making
risk is low [9]. On the other hand, the majority of reviewers
provide contradictory opinions, namely high dispersion of
electronic word-of-mouth [10]. In this case, hotel consumers
are in a fuzzy situation where it is difficult to make a
judgment on the quality of products or services, and their
perceived decision-making risk is relatively high [11].
Existing studies have found that the dispersion of
electronic word-of-mouth not only has a significant negative
impact on hotel performance [12], and has a significant
impact on return decisions [13]. Return and cancellation of
reservation are both the second decision in purchase decisions,
so the dispersion of electronic word-of-mouth may also have
an impact on the cancellation of reservation. According to the
risk aversion theory, hotel consumers will try to take
measures to avoid risks after perceiving risks [14]. Due to the
high dispersion of electronic word of mouth, hotel consumers
perceive higher risk. Therefore, compared to the low
dispersion, high dispersion of electronic word-of-mouth
makes consumers more inclined to cancel reservations.
Accordingly, this paper proposes the following hypothesis:
H1. Electronic word-of-mouth dispersion positively impact
cancellation behavior of hotel consumers, that is, compared
to the low dispersion, high dispersion of electronic word-of-
mouth makes consumers more inclined to cancel reservations.
B. Mediating effect of attribution selection
Heider proposed attribution theory to judge and explain the
reason behind others’ or people’s own behavior, that is,
everyone attribute other people and their own behavior to
some reasons [15]. In the hotel industry, low dispersion of
electronic word-of-mouth (i.e., high rating consistency)
means that reviewers have similar responses to the service,
which is more likely to be caused by the hotel's service [16].
Therefore, the low dispersion of electronic word-of-mouth
reflects the attitude of real reviewers. The high dispersion of
electronic word-of-mouth (i.e., low rating consistency)
means that most consumers have different responses to hotel
services. Such responses are attributed to external factors
unrelated to hotel services, which makes consumers doubt the
true motives of some reviewers, such as whether they
intentionally publish false reviews [16], and tend to attribute
the high dispersion of electronic word-of-mouth to the
presence of the online supporters reviews.
Hotel consumers perceived attribution selections will
influence their subsequent behaviors. When hotel consumers
attribute the dispersion of word-of-mouth to consumer
reviews, the credibility of word-of-mouth will be improved
[6]. On the contrary, when consumers attribute the dispersion
of word-of-mouth to the existence of online supporter
reviews, the credibility of electronic word-of-mouth will
decrease [6]. Therefore, compared with consumer reviews,
when the dispersion of electronic word-of-mouth is attributed
to the presence of online supporter reviews, hotel consumers
tend to cancel the reservation due to the higher decision risk
perceived by them. So this paper proposes the following
hypotheses:
H2. Attribution selection plays a mediating role in the
influence of discrete electronic word-of-mouth on booking
cancellation behavior.
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H2a. Consumers attribute highly and lowly discrete
electronic word-of-mouth to consumer reviews and online
supporter reviews, respectively.
H2b. Compared with consumer reviews, consumers tend to
cancel their bookings when they attribute the dispersion of
electronic word-of-mouth to online supporter reviews.
C. The moderating role of self-construal
Proposed by Markus and Kitayama (1991), the concept of
self-construal refers to how individuals view the relationship
in which one is connected to and separated from others. Self-
construal can be categorized into independent and
interdependent [17]. The independent self- construal define
themselves by the unique characteristics of them [18],
consider that they are independent from others, and
emphasizes the differences among people [19]. Hotel
consumers of interdependent self-construal usually define
themselves in terms of group identity and social role, regard
themselves as insiders of a group (Sun et al., 2018), and strive
to maintain the relationship between themselves and the
group [20]. In the face of high dispersion of electronic word-
of-mouth, independent hotel consumers tend to consider that
this is caused by individual differences, while interdependent
hotel consumers are more sensitive to word-of-mouth
information [21], often doubt the reason for the dispersion of
electronic word-of-mouth. Therefore, compared with the
independent self-construal, the hotel consumers of the
interdependent self-construal are more likely to attribute the
high dispersion of electronic word-of-mouth to the comments
of online supporters and cancel the booking. Accordingly,
this paper proposes the following hypotheses:
H3. Self-construal moderates the influence of electronic
word-of-mouth dispersion on attribution selection. Compared
with the independent self-construal, the hotel consumers of
the interdependent self-construal are more likely to attribute
the high dispersion of electronic word-of-mouth to the online
supporters and cancel the booking.
III. EXPERIMENT RESEARCH
In order to verify the above theoretical hypotheses, this
study designed three experiments. All experiments were
conducted using a single-factor (discrete electronic word-of-
mouth: high vs. low) within-subjects design. Before the
experiment, a pre-experiment was conducted to determine the
average score, price and room specifications acceptable to the
subjects. Then a formal experiment was conducted.
A. Experiment material
This experiment designs a virtual budget hotel based on
TripAdvisor which is the world's largest OTA platform.
Moreover, in order to get closer to the real situation, the
electronic word-of-mouth distribution map was also provided
for the subjects. Electronic word-of-mouth distribution map
consists of volume, valence and word-of-mouth histogram [5].
B. Pre-experiment
The purpose of the pre-experiment is mainly to determine
the acceptable room price, size and average score of the
subjects, so as to exclude the influence of other factors on the
experimental results. Pre-experiment begins with the scenario
introduction: Imagine that you have booked a room for one
night at a budget hotel called “Spring Garden”. Then the
subjects were asked to answer the lowest acceptable average
score, the highest price and the minimum room size. The
results showed that the lowest acceptable average score was
3.6, the highest price was 221.7 RMB, and the smallest room
size was 19.9 square meters. Therefore, this study sets the
2
price of the hotel room as 200 RMB, the room size as 20m ,
the average score as 4 points, and the number of word-of-
mouth as 102 [22].
C. Variable measurement
These experiments involve measurements of four variables:
electronic word-of-mouth dispersion, booking cancellation
behavior, and attribution selection (consumer reviews vs.
online supporter reviews) and self-construal. All variables
adopted for Likert 5-point scale, which “1” means “strongly
disagree” and “5” mean “strongly agree”.
According to existing studies [23], the dispersion of
electronic word-of-mouth is presented in the form of word-
of-mouth distribution map, and the subjects were asked “Do
you think the ratings of the word-of-mouth distribution map
are consistent?” (5= very inconsistent, 1= very consistent) to
test the effectiveness of variable manipulation.
According to existing studies [24], the behavior of booking
cancellation is measured by four items (e.g., “I am not willing
to continue to let the hotel provide services for me.”). By
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calculating the average score of the questions, the index of
cancellation behavior of the subjects was obtained.
According to existing studies (Jensen et al., 2017; Xie et
al., 2019), consumer reviews (e.g., “I think the electronic
word-of-mouth distribution is largely caused by consumers.”)
and online supporter reviews (e.g., “I doubt the authenticity
of the electronic word-of-mouth distribution.”) were
measured by three items respectively. By calculating the
average of the questions respectively, then subtraction the
attribution selection is obtained.
Referring to the study of Ma, independent self-construal
(e.g., “I like being different from others in many ways.”) and
interdependent self-construal (e.g., “Maintaining harmony
within the team is very important to me.”) were measured by
eight items respectively [25]. By calculating the average of
the questions respectively, then subtraction the self-construal
is obtained.
D. Experiment
1) Experiment 1
(1) Experimental procedure
After a brief explanation of the experiment, the participants
need to read the following scenarios: please imagine that
“Spring Garden” is a well-known budget hotel, at the hotel's
pre-sale, you booked a room of 20 m2 for one night at the low
price of 200 RMB. When it can be cancelled free of charge,
you browse the word-of-mouth distribution map. Next, the
subjects were asked to answer questions about cancellation
behavior in different electronic word-of-mouth discrete (high
vs. low) scenarios.
A total of 120 valid questionnaires were collected in
experiment 1. Among them, 31 were males and 89 were
females, people are under the age of 30 accounting for 95.8%,
received bachelor's degree or above accounting for 94.1%.
Moreover, the scale of booking cancellation behavior
(a=0.921) had high reliability.
(2) Manipulation inspection
The independent sample t-test shows that there is a
significant difference between the manipulation of low
dispersion and high dispersion (Mlow=2.42, Mhigh=2.92,
p<0.01). Therefore, the situational manipulation related to
dispersion of electronic word-of-mouth is effective.
(3) Hypothetical test
 The purpose of experiment 1 is to examine the effect of
electronic word-of-mouth dispersion on booking cancellation
behavior of hotel consumers. The regression analysis was
carried out using SPSS20. The results show that the
dispersion of electronic word-of mouth significantly positive
impact cancellation behavior (β=0.737, t=16.807, p<0.05),
that is, compared with the low dispersion of electronic word-
of mouth, hotel consumers are more inclined to cancel the
reservation in case of high dispersion, supporting H1.
2) Experiment 2
(1) Experimental procedure
In experiment 2, after reading the same scenario
description as in experiment 1, participants answered
questions about attribution selection and
cancellation behavior in different electronic word-of-mouth
dispersion (high vs. low) scenarios.
A total of 120 valid questionnaires were collected in
experiment 2. Among them, 43 were males and 77 were
females, people under the age of 30 accounting for 97.5 %,
received bachelor's degree or above accounting for 93.3%.
Consumer review (a=0.898), online supporter review
(a=0.806) and booking cancellation behavior (a=0.914) had
high reliability.
(2) Manipulation inspection
The independent sample t-test shows that there is a
significant difference between the manipulation of low
dispersion and high dispersion (Mlow=2.31, Mhigh=2.82,
p<0.01). Therefore, the situational manipulation related to
dispersion of electronic word-of-mouth is effective.
(3) Hypothetical test
The purpose of experiment 2 was to examine the mediating
effect of attribution selection on the influence of electronic
word-of-mouth dispersion on booking cancellation behavior.
Hypothesis 2 was tested by SPSS20.0 and SPSS Process
(version 3.3) Model 4. The results showed that the dispersion
of electronic word-of-mouth had a significant positive effect
on the cancellation behavior (β=0.520, t=13.565, p<0.05),
which enhanced the robustness of experiment 1. At the same
time, electronic word of mouth dispersion has a significant
negative impact on attribution selection
t=−10.834, p<0.05) and H2a is verified. Attributive selection
has a significant negative effect on booking cancellation
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behavior (β=−0.156, t=4.492, p<0.05) and H2b is verified. In
conclusion, there is a mediating effect of attribution selection
on the influence of electronic word-of-mouth dispersion on
booking cancellation behavior and supporting H2.
3) Experiment 3
(1) Experimental procedure
In experiment 3, participants first answered questions
about self-construal, and then read the same scenario
description as in experiment 1 and experiment 2. Finally,
participants answered questions about attribution selection
and booking cancellation behavior in different electronic
word-of-mouth dispersion (high vs. low) scenarios.
A total of 120 valid questionnaires were collected in
booking experiment 3. Among them, 37 were males and 83 were
females, people under the age of 30 accounting for 96.7 %,
received bachelor's degree or above accounting for 96.7%.
The scales of independent self-construal (a=0.716),
interdependent self-construal (a=0.821), consumer review
(a=0.887), online supporter review (a=0.844) and booking
cancellation behavior (a=0.735) had high reliability.
(2) Manipulation inspection
The independent sample t-test shows that there is a
significant difference between the manipulation of low
dispersion and high dispersion (Mlow=2.31, Mhigh=2.82,
p<0.01). Therefore, the situational manipulation related to
dispersion of electronic word-of-mouth is effective.
(3) Hypothetical test
The purpose of experiment 3 was to examine the
moderating role of self-construal in the influence of
electronic word-of-mouth dispersion on attribution selection.
Hypothesis 3 was tested by SPSS20.0 and SPSS Process
(version 3.3) Mode l7. The results showed that the dispersion
of electronic word-of-mouth had a significant effect on
attribution selection (β=−0.463, t=−5.779, p<0.05), and the
product-term of electronic word-of-mouth dispersion and
self-construal had a significant effect on attribution selection
(β=0.293, t=3.629, P<0.05). That is, self-construal can
moderate the effect of electronic word-of-mouth dispersion
(β=−0.744, on attribution selection, supporting H3.
IV. CONCLUSION, INSPIRATION, AND PROSPECTS
 The results show that the dispersion of electronic word-of-
mouth is an important factor affecting booking cancellation
behavior of hotel consumers. The high dispersion of
electronic word-of-mouth usually causes consumers to doubt
the authenticity of word-of-mouth. Compared
independent self-construal, hotel consumers
interdependent self-construal are more likely to doubt the
authenticity of word-of-mouth and cancel the booking.
A. Theoretical contributions
1) This study expands the research direction of electronic
word-of-mouth dispersion in the field of consumer behavior.
Previous studies on the dispersion of electronic word-of-
mouth mainly focus on purchase intention and purchase
behavior of consumers, while this paper studies the impact of
electronic word-of-mouth dispersion on booking cancellation
behavior of hotel consumers, and finds that electronic word-
of-mouth dispersion has a significant positive impact on
booking cancellation behavior.
2) This study proposes an innovative perspective of
attribution based on attribution theory. In the previous
literature about attribution theory and the influence of word-
of-mouth, the dispersion of word-of-mouth is generally
attributed to the reasons of reviewers and products. However,
this paper attributes the dispersion of electronic word-of-
mouth to consumer reviews and online supporter reviews, and
explores the internal mechanism of attribution selection and
its impact on booking cancellation behavior under different
situations.
3) From the perspective of personal traits, this study
introduces self-construal as a moderating variable, which is
helpful to clarify the boundary of the effect of electronic
word-of-mouth dispersion on attribution selection.
B. Management implications
1) The hotel should pay attention to the electronic word-of-
mouth management to reduce the consumer booking
cancellation. Research shows that when the dispersion of
electronic word-of-mouth is low, hotel consumers are less
inclined to cancel reservations. Therefore, in order to make
the pre-sale help the hotel survive during period of the
epidemic, they should pursuing of quality of service
standardization, servicing flexible to satisfy hotel consumers
and keep consistent of electronic word-of-mouth of hotels.
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2) This study found that consumers attribute the high
dispersion of electronic word-of-mouth to the presence of
online supporter reviews and tend to cancel reservations.
Therefore, hotel managers should not only pay attention to
with the star-rating evaluation of word-of-mouth, but also the
with review content to guide hotel consumers to give personalized
reviews, avoid the mechanization and repetition of the review
to mislead other consumers into the perception of the hotel
hired online supporters, so as to alleviate the occurrence of
booking cancellation behavior.
3) The research found that compared with the independent
self-construal, consumers of the interdependent self-construal
were more likely to attribute the high dispersion of electronic
word-of-mouth to the comments of online supporters and
cancel the reservation. Based on this, for the interdependent
self-construal consumers, hotels should be based on
consumer demand preferences to provide personalized
services in order to awaken the aspect of independent self-
construal of consumers.
C. Limitations and prospects
Although this study has important theoretical contributions
and management implications, it still needs to be improved.
This paper mainly studies the impact of electronic word-of-
mouth dispersion on booking cancellation behavior of
consumers under the pre-sale of hotels. The findings only
apply to hotels with a pre-sale model. If it is to be applied to
other fields in the future, further verification is needed to
enhance the universality of the conclusion.
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