In the era of big data, hotel booking platforms are inundated with an overwhelming volume of consumer reviews, which hinders review users from identifying valuable reviews. This study examines how review tags—a simple yet powerful heuristic—highlight valuable reviews and influence potential consumers and hotel managers. Using a dataset of 190,939 consumer reviews, we find that tagged reviews are more likely to be exerted more posting effort and receive more attention from review users. However, these relationships follow an inverted U curve, which suggests that the overuse of tags may counteract the intended benefits. We extend the theory of planned behavior by showing tags shape reviewers’ posting effort via attitudes and subjective norms, while dual-process theory reveals the heuristic role of tags for review users. Our findings provide insights for platforms to improve review systems and offer reviewers strategic ways to enhance their review’s impact.

中文翻译：

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为评论用户识别有价值的评论：标签系统在酒店预订平台上的价值

大数据时代，酒店预订平台被大量的消费者评论所淹没，这阻碍了评论用户识别有价值的评论。本研究探讨了评论标签（一种简单而强大的启发式方法）如何突出有价值的评论并影响潜在消费者和酒店经理。使用 190,939 条消费者评论的数据集，我们发现带标签的评论更有可能付出更多的发布努力，并受到评论用户的更多关注。但是，这些关系遵循倒 U 曲线，这表明标签的过度使用可能会抵消预期的好处。我们通过显示标签通过态度和主观规范塑造审阅者的发布工作来扩展计划行为理论，而双过程理论则揭示了标签对审阅用户的启发式作用。我们的研究结果为平台提供了改进评论系统的见解，并为评论者提供了增强评论影响力的战略方法。