The Effect of Online Reviews and Comments on the Intention of Visiting Restaurants: An Experimental Study

Autores

  • Leonardo Aureliano-Silva <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado em Gestão de Alimentos e Bebidas</p><p>Escola Superior de Propaganda e Marketing - ESPM</p>
  • César Augusto Biancolino <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado e Doutorado em Hospitalidade</p>
  • Eduardo Eugênio Spers <p>Universidade de São Paulo - USP</p><p> </p><div>Departamento de Economia, Administração e Sociologia (LES)</div><div>Marketing and Consumer Behavior</div><p> </p>

Resumo

The Hospitality Industry and the FoodService sector have adapted to the new online platforms in order to expand their offerings to customers. However, the restaurant segment has felt the impact of these platforms in their business, which requires studies to understand the effect of online reviews and comments on customer behavior. The purpose of this research was to identify and analyze the effect of online evaluations and comments (functional versus emotional) on the intention of visiting a restaurant. Two experiments with 170 respondents took place and brought the following results: the intention of visiting the restaurant is higher when the evaluation score is 4.5 (vs. 2.5). When the customer considers the score 4.5 (vs. 2.5) and the online comment, the intention to visit the well-rated restaurant remains the same. However, in restaurants with evaluation 2.5, the intention to visit is higher when the client's comment is emotional (vs. functional).

Keywords: online reviews, online comments, food and beverage management

Trilha: Comportamento do Consumidor

Biografia do Autor

Leonardo Aureliano-Silva, <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado em Gestão de Alimentos e Bebidas</p><p>Escola Superior de Propaganda e Marketing - ESPM</p>

Universidade Anhembi-Morumbi - UAM

Mestrado em Gestão de Alimentos e Bebidas

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Publicado

2019-09-17

Conferência

CLAV 2019 - 12o. Congresso Latino Americano de Varejo

Modalidade

Artigos - Científicos