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맛집 리뷰 정보의 특징에 따른 온라인 이용자 반응 분석: 의견선도력의 조절효과를 중심으로

The Customers' Responses to Online Restaurant Reviews:Exploring the Moderating Impact of Opinion Leadership

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주제분류관광학

초록

While it has great potential in promoting effective communication, the real value of online restaurant reviews as informational social influence platform has not the focus of enough study. In this vein, this study attempts to understand how restaurant review messages exert influence on customers' purchase decisions by focusing on the characteristics of online restaurant reviews. Following the elaboration likelihood model, argument quality and reviewer's credibility are proposed as the two main antecedents of the customers' restaurant visit experiences and recommendation experiences. Online customers' opinion leadership style is also suggested to moderate the proposed relationships for the social influence of restaurant reviews. Survey data from customers who have visited online restaurant reviews verify the effects of argument quality and reviewer's credibility and the moderating effect of opinion leadership. Managerial implications and limitations are further discussed.

Abstract

While it has great potential in promoting effective communication, the real value of online restaurant reviews as informational social influence platform has not the focus of enough study. In this vein, this study attempts to understand how restaurant review messages exert influence on customers' purchase decisions by focusing on the characteristics of online restaurant reviews. Following the elaboration likelihood model, argument quality and reviewer's credibility are proposed as the two main antecedents of the customers' restaurant visit experiences and recommendation experiences. Online customers' opinion leadership style is also suggested to moderate the proposed relationships for the social influence of restaurant reviews. Survey data from customers who have visited online restaurant reviews verify the effects of argument quality and reviewer's credibility and the moderating effect of opinion leadership. Managerial implications and limitations are further discussed.

참고문헌 (34)

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