Predictors and outcomes of consumer deception in hotel reviews: the roles of reviewer type and attribution of service failure

The factors that contribute to manipulated online hotel reviews have not been given fair consideration in literature. The present study fills this void by developing a conceptual framework that conceptualizes the manipulated identity of reviewer from the aspects of peer review and expert review. In particular, we investigate (1) how hotel consumers are influenced by peer and expert reviewers who have fake identities that deceive consumers, (2) how the attribution of service failure moderates the relationships of peer and expert reviewers with fake identities with deception, (3) and how the resulting consumer deception creates dissatisfaction. We applied our model to Chinese hotel industry, where we collected data from 409 consumers who stayed in hotels in Beijing. Our findings revealed a positive effect of both peer and expert reviewers with fake identities on deception, which leads to consumers' dissatisfaction. In addition, attribution of service failure positively moderates the relationship between peer and expert reviewers with fake identities and deception. The findings offer solid implications for literature and practice. Some limitations suggest research directions for tourism and hospitality scholars.