Electronic word of mouth & restaurant choice intentions: The roles of information demand, quality, creditability
Main Article Content
Abstract
This research investigates the effect of quality, reliability, and demand of electronic word-of-mouth (eWOM) information on restaurant choice. We interviewed industry experts and 271 customers in Ho Chi Minh City and used exploratory factor analysis, confirmed factor analysis, and structural equations model. We found a positive effect of these factors on information usefulness, in which the effect of reliability is most profound. We also revealed a significant impact of this usefulness on the way customers absorb information from eWOM, that in turns affects customer’s restaurant choice. Our findings may provide managerial implications for marketing strategies in restaurant services.
Article Details
Keywords
Electronic word of mouth, Information demand, Information quality, Information creditability, Restaurant choice intentions
References
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Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of interactive marketing, 21(3), 2-20.
Carmines, E.G., & McIver, J. D. (1981). Analyzing models with unobserved variables: Analysis of covariance structure. In Bohinstedt, G. W., Borgatta, E. F. (Eds.). Social Measurement: Current Issues (pp. 65–115). CA: Sage, Beverly Hills.
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research: Electronic Networking Applications and Policy, 18(3), 229-247.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.
Engel, J. F. (1969). How information is used to adopt and innovation. Journal of Advertising Research, 9(4), 3-8.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 100(61), 47-55.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 177-188.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14.
Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
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Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th Ed.). Pearson Prentice Hall.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An Emerging Tool in Business Research. European Business Review, 26, 106-121.
Guoqing, G., Xuecheng, Y., & Yang, Z. (2007). The Impact of Word-of-Mouth on Consumer s Attitude: A Theoretical Model. Management Review, 19(3), 20-26.
JJabnoun, N., & Al-Tamimi, H. A. H. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality & Reliability Management, 20(4), 458-472.
Katz, E., & Lazarsfeld, P. F. (1966). Personal Influence, The part played by people in the flow of mass communications. Transaction Publishers.
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Lê Minh Chí, Lê Tấn Nghiêm (2018). Tác động của truyền miệng trực tuyến đến ý định mua hàng của người dùng mạng xã hội. Tạp chí Khoa học Đại học Cần Thơ, 54(1), 133.
Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
Nguyễn Đình Thọ (2011). Phương pháp nghiên cứu khoa học trong kinh doanh. NXB Lao Động Xã Hội TPHCM.
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Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
Phạm Đức Chính, Ngô Thị Dung (2020). Tác động của truyền miệng điện tử đến ý định mua hàng: Khảo sát thực tế tại Thành phố Hồ Chí Minh. Tạp chí Quản Lý & Kinh Tế Quốc Tế số 125. h https://tinyurl.com/y2j9lson.
Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687–708.
Schiffman, L., & Kanuk, L. L. (2004). Consumer Behavior. Pearson
Shu, M., & Scott, N. (2014). Influence of social media on Chinese students’ choice of an overseas study destination: An information adoption model perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
Steiger, J. H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate behavioral research, 25(2), 173-180.
Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25(1). 527-531.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), 198-208.
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American society for information science and technology, 53(2), 134-144.
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of marketing management, 29(5-6), 562-583.
Xia, L., & Bechwati, N. N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of interactive Advertising, 9(1), 3-13.
Xu, D., Benbasat, I., & Cenfetelli, R. T. (2013). Integrating Service Quality with System and Information Quality: An Empirical Test in the E-Service Context. Management Information Systems Quarterly, 37(3), 777-794.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of interactive marketing, 21(3), 2-20.
Carmines, E.G., & McIver, J. D. (1981). Analyzing models with unobserved variables: Analysis of covariance structure. In Bohinstedt, G. W., Borgatta, E. F. (Eds.). Social Measurement: Current Issues (pp. 65–115). CA: Sage, Beverly Hills.
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research: Electronic Networking Applications and Policy, 18(3), 229-247.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.
Engel, J. F. (1969). How information is used to adopt and innovation. Journal of Advertising Research, 9(4), 3-8.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 100(61), 47-55.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 177-188.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14.
Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate data analysis macmillan. New York, 47-82.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th Ed.). Pearson Prentice Hall.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An Emerging Tool in Business Research. European Business Review, 26, 106-121.
Guoqing, G., Xuecheng, Y., & Yang, Z. (2007). The Impact of Word-of-Mouth on Consumer s Attitude: A Theoretical Model. Management Review, 19(3), 20-26.
JJabnoun, N., & Al-Tamimi, H. A. H. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality & Reliability Management, 20(4), 458-472.
Katz, E., & Lazarsfeld, P. F. (1966). Personal Influence, The part played by people in the flow of mass communications. Transaction Publishers.
Ko, D. G., Kirsch, L. J., & King, W. R. (2005). Antecedents of knowledge transfer from consultants to clients in enterprise system implementations. MIS Quarterly, 29(1), 59-85.
Lê Minh Chí, Lê Tấn Nghiêm (2018). Tác động của truyền miệng trực tuyến đến ý định mua hàng của người dùng mạng xã hội. Tạp chí Khoa học Đại học Cần Thơ, 54(1), 133.
Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
Nguyễn Đình Thọ (2011). Phương pháp nghiên cứu khoa học trong kinh doanh. NXB Lao Động Xã Hội TPHCM.
Nunnally, J. C. (1994). Psychometric theory 3E. Tata McGraw-hill education.
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
Phạm Đức Chính, Ngô Thị Dung (2020). Tác động của truyền miệng điện tử đến ý định mua hàng: Khảo sát thực tế tại Thành phố Hồ Chí Minh. Tạp chí Quản Lý & Kinh Tế Quốc Tế số 125. h https://tinyurl.com/y2j9lson.
Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687–708.
Schiffman, L., & Kanuk, L. L. (2004). Consumer Behavior. Pearson
Shu, M., & Scott, N. (2014). Influence of social media on Chinese students’ choice of an overseas study destination: An information adoption model perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
Steiger, J. H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate behavioral research, 25(2), 173-180.
Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25(1). 527-531.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), 198-208.
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American society for information science and technology, 53(2), 134-144.
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of marketing management, 29(5-6), 562-583.
Xia, L., & Bechwati, N. N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of interactive Advertising, 9(1), 3-13.
Xu, D., Benbasat, I., & Cenfetelli, R. T. (2013). Integrating Service Quality with System and Information Quality: An Empirical Test in the E-Service Context. Management Information Systems Quarterly, 37(3), 777-794.
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