Start Date

6-1-2011 4:00 PM

End Date

6-1-2011 4:45 PM

Track

2. Track 2 - Poster Session

Subject Area

Consumer Behavior

Faculty Member

Chihyung Ok cok0307@ksu.edu

Abstract

Taking advantage of restaurant review websites enables customers to exchange each other’s information and opinions toward their restaurant experience. Online reviews have been an influential role for decision-makers, yet little is known about the impact of diners’ evaluation and adoption. The purpose of this study is to determine how online restaurant reviews affect customers’ decisions to choose a restaurant. Online users who have experienced restaurant review websites will be participated for its empirical investigation and collected data will be analyzed using structural equation modeling. It is expected that reviews with reliable articulation and more recent and sufficient information will contribute to customers’ visit to restaurants. The study findings will help restaurateurs construct proper marketing strategies to encourage diners’ intentions to visit and to minimize negative online reviews.

Keywords

online restaurant reviews, argument quality, information quality, source credibility, information usefulness, visit intention



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Jan 6th, 4:00 PM Jan 6th, 4:45 PM

The Effect of Online Restaurant Reviews on Diners’ Visit Intention: A Comparative Analysis of Expert vs. Peer Reviews

Taking advantage of restaurant review websites enables customers to exchange each other’s information and opinions toward their restaurant experience. Online reviews have been an influential role for decision-makers, yet little is known about the impact of diners’ evaluation and adoption. The purpose of this study is to determine how online restaurant reviews affect customers’ decisions to choose a restaurant. Online users who have experienced restaurant review websites will be participated for its empirical investigation and collected data will be analyzed using structural equation modeling. It is expected that reviews with reliable articulation and more recent and sufficient information will contribute to customers’ visit to restaurants. The study findings will help restaurateurs construct proper marketing strategies to encourage diners’ intentions to visit and to minimize negative online reviews.