User generated restaurant reviews: Examining influence and motivations for usage
Abstract
This study examines the importance of user-generated restaurant reviews in the context of their value to the food service industry by using three approaches. The first study quantitatively examined restaurant consumers' usage patterns of user-generated restaurant reviews and the factors that motivate them to seek and contribute reviews. The second study question qualitatively investigated how restaurant reviews influenced users' choice and perception of restaurants and which reviews users trusted. The final study assessed the content in user-generated reviews, semi-professional reviews and professional reviews and examined how the three differ. Overall, consumers' value and trust user-generated restaurant reviews. Restaurant review readers are willing to make purchase decisions based on the information found within the reviews. The primary motivations for reading reviews are to lower search time and to engage with online communities. Users articulate reviews for altruistic reasons, they want to help other users make better purchase decisions. Finally, user-generated reviews devote a greater percentage of their word count to issues of service and price than do semi-professional and professional reviews.
Degree
Ph.D.
Advisors
Behnke, Purdue University.
Subject Area
Business administration|Management
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