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Although the extant hospitality literature tends to view review skepticism from a cross-sectional perspective, online reviews and their perceptions evolve. This study examines how the trajectory of review skepticism is dynamic through the initial and repeat purchasing phases during subsequent restaurant visits. Using a longitudinal survey method of a six-month time lag, latent growth curve modelling reveals that both the initial score and rate of change of review skepticism on behavioural intentions negatively increase over time. This study’s findings also show that the rate of change in review skepticism on brand trust and brand love negatively increases; however, these direct effects are insignificant, indicating that such effects remain the same as time passed. The significance of the relationship between the initial score of review skepticism and brand trust only appears when restaurant consumption experience increases over time. Finally, our findings advance knowledge on changes in review skepticism and its outcomes during subsequent restaurant visits.

Relationship dynamics of review skepticism using latent growth curve modeling in the hospitality industry