期刊
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
卷 32, 期 3, 页码 1067-1087出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJCHM-03-2019-0263
关键词
Social influence; Dining experience; Cognitive effort; Online status; Review variance; Restaurant online review
资金
- National Natural Science Foundation of China [71902169]
- Hong Kong Polytechnic University Start-up Fund [1-BE1X]
Purpose Online reviews are often likely to be socially influenced by prior reviews. This study aims to examine key review and reviewer characteristics which may influence the social influence process. Design/methodology/approach Restaurant review data from Yelp.com are analyzed using an ordered logit model and text mining approach. Findings This study reveals that prior average review rating exerts a positive influence on subsequent review ratings for the same restaurant, but the effect is attenuated by the variance in existing review ratings. Moreover, social influence is stronger for consumers who had a moderate dining experience or invested less cognitive effort in writing online reviews. Compared to reviewers classified by Yelp as elite, non-elite reviewers appear more susceptible to the social influence of prior average review rating. Practical implications - This study provides guidelines for mitigating the social influence of prior reviews and improving the accuracy of online product/service ratings, which will eventually enhance business and the reputation of online review platforms. Originality/value The findings from this study contribute to the electronic word-of-mouth (eWOM) literature and social influence literature in terms of the bidirectional nature of social influence on eWOM.
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