The influence of online reviews on restaurants

What is it about?

Online reviews influence consumer decision making, retrieving valuable information about consumers to the companies. We investigate how review valence, platform type, and review credibility affect purchase intention (visit to restaurants).

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Photo by Dan Gold on Unsplash

Photo by Dan Gold on Unsplash

Why is it important?

To develop effective eWOM management strategies so both consumers and companies can benefit, some knowledge gaps need to be filled. There is an inconclusive area about the asymmetric effect of review valence. Second, the moderating role of platform type needs more research, including the influence of perceived review credibility. Finally, little research has been done to study the effect of online reviews in the service industry, especially in the restaurant sector. The goal of this study is to contribute to the knowledge of the effects of online reviews about restaurants on the consumer’s attitude toward the restaurant and intention to visit the restaurant, and how these effects are influenced by review valence, perceived review credibility, and review platform.