Intentions to use an online restaurant review Web site and purchase behavior after reading reviews | Zendy

Joshua Fogel | Zendy; Mohit Kumar | Zendy

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Intentions to use an online restaurant review Web site and purchase behavior after reading reviews

Author(s) -

Joshua Fogel,

Mohit Kumar

Publication year - 2017

Publication title -

first monday

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.533

H-Index - 70

eISSN - 1396-0466

pISSN - 1396-0458

DOI - 10.5210/fm.v22i5.7250

Subject(s) - demographics , the internet , purchasing , reading (process) , ethnic group , advertising , psychology , web site , race (biology) , marketing , business , sociology , world wide web , political science , computer science , demography , gender studies , anthropology , law

The purpose of this paper is to study associations of variables with intentions to use an online restaurant review Web site and variables associated with purchase behavior at a restaurant after reading restaurant reviews. Participants were 613 college students who answered questions about demographics, trust, knowledge, and Internet experience. Hispanic and Asian/Asian American race/ethnicity, increased trust, and Internet experience variables were significantly associated with intentions. Intentions, knowledge about review fraud, and Internet experience variables were significantly associated with visiting and purchasing at restaurants. Restaurant managers should consider expanding their online presence by responding professionally to reviews.

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