With the e-commerce development and changing of hotels’ booking channels, the online word-of-mouth, as a new signal of quality, is becoming to attract more attention of consumers. Using the scenario experiment, this study explores the effect of online word-of-mouth on brand sensitivity of consumers during the decision making for hotel booking. The results show that if the information about hotels obtained is limited in the decision-making process, consumers would have a higher sensitivity to the hotel brand. Increasing information about the (...) online word-of-mouth can effectively reduce consumers’ brand sensitivity to hotels. Besides, the moderating effect of the hotel grade on the relationship between the online word-of-mouth and brand sensitivity is affected by the scale of the negative differences of word-of-mouth. (shrink)

內容簡介 本書旨在奉獻一部簡明的敵道學史讀本，對宋代以來道學在政治上、在文學裡、在群眾之中被誣、被毀、被害之事，不求窮盡，但求大端不遺，庶幾道學家之淒慘無助及儒士「雖千萬人吾往矣」之勇毅，讀者可以一目了然。筆者 本人同情道學理念，對敵道學大不以為然，時時有駁斥之心，但為了學術中立，不故意誘導讀者，本書在史實部分，只單方面呈現敵道學故事，盡可能讓道學一方以及筆者意見離場。.