Expert Online Review Platforms: Interactions between Specialization, Experience, and User Power. (February 2021)

• Record Type: Journal Article
• Authors: Mehraliyev, Fuad; Choi, Youngjoon; King, Brian
• Is Part Of: Journal of travel research. Volume 60:Number 2(2021)
• Page Start: 384
• Page End: 400
• Publication Date: 2021-02
• Subjects: expert power -- online review platform -- experience -- specialization -- sense of power -- CASA paradigm; Travel -- Research -- Periodicals; Tourism -- Periodicals; Tourism -- Research -- Periodicals; 910.72
• DOI: 10.1177/0047287520901595
• Languages: English
• ISSNs: 0047-2875

Abstract

Using the "Computers are social actors" paradigm, this study brings the concept of power to human–computer interactions in tourism. Building on theories of social power and deliberate practice, the authors examine psychological effects of expert power of online travel review platforms (influencer) and its interaction effects with the power of users (influenced). Two expert platform attributes are conceptualized: specialization and experience. A significant interaction effect was identified between platform specialization, platform experience, and user power on perceived information-task fit using a 2 × 2 × 2 between-subjects experiment. When users are powerful, specialization affected perceived information-task fit for low-experience platforms; no significant effect was evident for high experience platforms. When users are powerless, specialization did not affect perceived information-task fit, regardless of experience condition. Perceived information-task fit mediated the effect of specialization on intention to use. The findings contribute to power discourses by exploring the workings of expert power.