The Influence of Online Reviews on Restaurants: The Roles of Review Valence, Platform, and Credibility

Anne-Wil van Lohuizen () and Andres Trujillo-Barrera
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Anne-Wil van Lohuizen: Marketing and Consumer Behaviour Group, Wageningen Universiteit en Researchcentrum, Gelderland, Netherlands

Journal of Agricultural & Food Industrial Organization, 2020, vol. 18, issue 2, 10

Abstract: 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). We use an experimental 2 × 4 between-subjects factorial design with two platforms (company websites and independent websites) and four types of review valences (neutral, negative, positive and balanced), with data of 256 respondents. Results show that purchase intentions are influenced by review valence. The effect is moderated by perceived review credibility. Review platform has no moderating effect on the influence of review valence. Results provide practical information for marketers in the service industry.

Keywords: online reviews; electronic word of mouth (eWOM); review valence (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1515/jafio-2018-0020

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