The role of attitude ambivalence in conflicting online hotel reviews

Conflicting online reviews, an under-researched area, have gained significant interest among readers. We develop a research model of conflicting online hotel reviews that lead to consumers’ attitudinal ambivalence and psychological discomfort, which determine their behaviours. We examine how the conflicting attributes of informativeness and persuasiveness create attitudinal ambivalence that leads to psychological discomfort and how anticipated conflicting reactions (ACRs) moderate the relationships between conflicting attributes and attitudinal ambivalence that engender behavioural responses. We apply this model to Chinese settings, where we collect data from 476 inbound tourists who have stayed or have to stay in hotels. Our findings reveal the positive effects of conflicting attributes on the attitudinal ambivalence that trigger consumers’ discomfort, which negatively affects evaluations and intentions to use. ACRs positively moderate the relationships between conflicting attributes and attitudinal ambivalence. Our findings contribute to both literature and practice, and limitations suggest research directions for tourism and hospitality scholars.