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

Author

Listed:
  • van Lohuizen Anne-Wil

    (Marketing and Consumer Behaviour Group, Wageningen Universiteit en Researchcentrum, Gelderland, Netherlands)

  • Trujillo-Barrera Andres

    (University of Idaho, Agricultural Economics and Rural Sociology, Moscow, ID, United States of America)

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.

Suggested Citation

  • van Lohuizen Anne-Wil & Trujillo-Barrera Andres, 2020. "The Influence of Online Reviews on Restaurants: The Roles of Review Valence, Platform, and Credibility," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 18(2), pages 1-10, November.
    • Handle: RePEc:bpj:bjafio:v:18:y:2020:i:2:p:10:n:4
    DOI: 10.1515/jafio-2018-0020
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