In the digital age, where extreme reviews capture the most attention, understanding their influence on consumer decision-making becomes crucial, particularly in the hospitality industry. This research examines consumers' perceptions of the helpfulness of extreme and exaggerated positive online hotel reviews. Specifically, we explore the role of consumer traits (buying impulsiveness and susceptibility to online influence) and hotel brand reputation in shaping these perceptions. Additionally, we examine how brand familiarity moderates these effects. Our findings reveal that impulsiveness enhances helpfulness, but only for consumers familiar with the brand. Conversely, susceptibility decreases helpfulness for consumers with low brand familiarity. Brand reputation displays a consistent, positive impact on helpfulness, irrespective of familiarity. The impact of helpfulness on booking intentions was stronger for consumers less familiar with the hotel brand. These insights contribute to the understanding of review helpfulness and provide actionable implications for hospitality businesses in managing online reviews and brand strategies.

中文翻译：

---

揭示极端和夸张的酒店在线评论的有用性：消费者和品牌影响力


在极端评论最受关注的数字时代，了解它们对消费者决策的影响变得至关重要，尤其是在酒店业。本研究考察了消费者对极端和夸张的正面在线酒店评论的帮助的看法。具体来说，我们探讨了消费者特征（购买冲动和对在线影响的敏感性）和酒店品牌声誉在塑造这些看法中的作用。此外，我们还研究了品牌熟悉度如何调节这些影响。我们的研究结果表明，冲动会增加帮助性，但仅限于熟悉该品牌的消费者。相反，易感性会降低对品牌熟悉度较低的消费者的帮助。品牌声誉对帮助性产生一致的积极影响，无论熟悉程度如何。对于不太熟悉酒店品牌的消费者，有用性对预订意愿的影响更大。这些见解有助于理解评论的有用性，并为酒店企业管理在线评论和品牌战略提供可操作的意义。