Mediating Perceived Risks in the Relationship between Online Customer Reviews and Hotel Booking Intentions in Saudi Arabia

Abstract

The purpose of this study is to investigate the relationship between online customer reviews and hotel booking intentions by mediating perceived risks in Saudi Arabia. A structural equation modeling has been developed to investigate the relationship between online customer reviews and hotel booking intentions with mediating perceived risks. The quantitative method was chosen in this research with a deductive approach. To collect the primary data, the researchers designed a questionnaire and data have been collected from websites in Saudi Arabia. The SPSS program is used to process primary data. Response size is 387, and the valid questionnaires are 370. The results show that online customer reviews and hotel booking intentions are positively related, online customer reviews and perceived risks are negatively related. Also, it shows that perceived risks and hotel booking intentions are negatively related. It indicates that hotel booking intentions affected positively by online customer reviews, Also, it indicates that perceived risks affected negatively by online customer reviews, and perceived risks have a negative effect on hotel booking intentions. In addition, it shows that perceived risks mediate the relationship between online customer reviews and hotel booking intentions.