电子口碑对餐厅在线浏览量影响研究

Web 2.0技术和用户创造内容的发展改变了人们搜索和分享信息的方式,电子口碑作为传统口碑在互联网时代的发展产物,日渐成为消费者收集信息和进行决策的主要渠道。特别是近年来第三方点评网站数量不断增加,汇集了海量的信息,形成电子口碑效应,但是目前对这种效应的评价和测量研究不足。因此,文章借助第三方点评网站,研究消费者点评和编辑点评对餐厅网页浏览量的影响以及点评网上呈现餐厅的哪些口碑因素是吸引消费者浏览餐厅网页最重要的因素。研究发现,这两种形式的电子口碑对增加餐厅网页浏览量都具有显著的作用,编辑点评的重要性开始凸显,但消费者点评的作用更强。其中,点评数量是影响消费者浏览餐厅网页的最重要因素,其次是价格因素和消费者在餐厅网页上发布的图片。在餐厅体验的3个基本因素中,食物味道是影响餐厅网页浏览量最重要的因素。研究结果对第三方点评网站和旅游企业都具有重要的现实意义。     

Price premiums for organic menus at restaurants: What is an acceptable level?

This study identifies acceptable premium price levels that customers would be willing to pay for organic menu items at restaurants in the United States. Previous literature indicates that health-related and socio-demographic characteristics significantly influence consumers’ intentions to purchase organic food. To advance our understanding of how different consumers respond to changes in organic food prices, this study examines the moderating effects of the level of health consciousness (high versus low), gender (male versus female), and age (young versus old) on the relationship between premium price levels and purchasing intentions. In addition, this study further investigates acceptable premium price levels for different consumer segments at two types of restaurants (casual dining versus fine dining). The results of this study provide guidelines for menu design and strategies for restaurateurs to devise effective price premiums for organic menu options.     

Dimensionality of ethnic food fine dining experience: An application of semantic network analysis

This study attempts to find the underlying dimensionality in online reviews of fine-dining ethnic food restaurant experiences in Hong Kong. This research adopted semantic network analysis with Clauset–Newman–Moore clustering. Consequently, diverse and specific dimensionality was explored in this research, including ambiance, service, food, drinks, desserts, view, location, occasions, reputation and price. The content of the reviews on five types of ethnic restaurants was different in some dimensions. Marketers of fine-dining ethnic restaurants can select a particular focus when they promote their restaurants, develop menu plan and train staff members. This study implies that the quality dimensions of traditional restaurants may not accurately represent the factual dimensions, thereby resulting in implications for developing a new index of restaurant quality.     

Effects of calorie information disclosure on consumers’ food choices at restaurants

Menu labeling is a provision in the Patient Protection and Affordable Care Act, but mandatory calorie information disclosure by restaurants is currently under consideration as a potential regulatory initiative to help curb excess calorie intake and encourage healthier food choices. There is much debate about the effectiveness of such legislation. The aim of this study was to examine the effect of calorie information disclosure on consumers’ food choices at restaurants. Results of an online experimental study using real menu boards suggest that the effect of calorie information disclosure interplays with perceived healthfulness of restaurants to jointly affect consumers’ food choices and underlying psychological processes. Upon exposure to calorie information, divergent food choice patterns at restaurants of varying levels of perceived healthfulness were observed. Theoretical and practical implications of the findings are discussed.     

Does offering an organic food menu help restaurants excel in competition? An examination of diners’ decision-making

This study aims to examine whether the presence of an organic food menu can positively influence diners’ decision-making. A 3 (restaurant segment: quick service vs. casual dining vs. fine dining) by 2 (price discrepancy between competing restaurants: small vs. large) scenario-based experiment was conducted with 405 U.S. consumers. MANCOVA results indicate that using organic ingredients offers a greater advantage for the quick-service segment regarding perceived food quality, attitudes towards the restaurant, and willingness to select, compared to casual and fine dining segments. The magnitude of a premium price of organic ingredients negatively influences such advantage in the process of consumers’ decision-making. When a large (vs. small) premium price is charged for using organic ingredients, customers’ preferences for the restaurant (over its rival) significantly drops to such an extent that customers are more willing to choose the competitor (i.e., rival restaurant with a conventional menu). Discussions and implications are further elaborated.     

Ethnic dining: Need to belong,need to be unique,and menu offering

Many ethnic restaurants “Americanize” their menus to cater to mainstream American customers’ palate; on the other hand, they offer a “secret” (more authentic) menu to their original, ethnic customers. Inspired by consumer online reviews reflecting “secret menus” in ethnic restaurants, this research examines the joint impact of offering an authentic menu and the presence of other customers on customer satisfaction. Results from this study show that mainstream American customers’ satisfaction decreases when an authentic menu is not offered. The moderated mediation analysis further demonstrates that authentic menu offering influences satisfaction through the activation of two distinct psychological motivations, depending on the ethnic composition of other customers. Specifically, being surrounded by Asian (Caucasian) customers activates the need to belong (need to be unique) when an authentic menu is not offered. Such heightened psychological needs consequently lead to declines in customer satisfaction. Theoretical and managerial implications are discussed.     

Understanding the relationship between food experiential quality and customer dining satisfaction: A perspective on negative bias

This research explores how food experiential quality of consumers affects their overall dining satisfaction. Drawing on negative bias theory, we propose a nonlinear relationship between food experiential quality and customer dining satisfaction. Moreover, we investigate how restaurant price moderates the nonlinear relationship between food experiential quality and customer dining satisfaction. Results of the threshold model using 10,950 online reviews of 219 restaurants on Dianping.com provide support for the proposed hypotheses. The results suggest that a curvilinear relationship is found between food experiential quality dining satisfaction, and the turning points of nonlinear returns decreases for restaurants that belong to high-priced groups. Theoretically, our findings contribute to the existing literature by considering the nonlinear effect of food experiential quality on customer dining satisfaction in the hospitality area through the lens of negative bias, as well as considering the boundary condition. Practically, our findings suggest that restaurant managements can improve customer dining satisfaction through focusing on the food experiential quality of their customers and enhancing their response to customers who have low-level food experiential quality. In addition, if the restaurant price is high, restaurant managers should provide high-level of food experiential quality.     

Exploring user-generated content related to dining experiences of consumers with food allergies

The purpose of this research was to explore and assess factors influencing perceptions of consumers with food allergies toward restaurants when accommodating allergen-free requests. Mixed approaches, including big data analytics (i.e., topic modeling), content analysis, and multiple regression analyses were performed to analyze user-generated reviews for restaurants listed on AllergyEats.com, an information-sharing platform for consumers with food allergies. Among the 40 topics identified, “knowledgeable staff” was the most prevalent topic. Results of topic correlation analyses revealed five groups of topics: customized orders, efforts of staff, menu options, fried foods and oil, and communication with shared latent features. Four topics in the group of “efforts of staff” had the highest positive impact on restaurant ratings, while two topics in the group of “communications” had the strongest negative impacts. Foodservice managers and educators may use the results of this study to better accommodate consumers with food allergies and develop appropriate training programs.     

The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic

As COVID-19 escalated globally in 2020, mandated suspension of dine-in services was instilled to control virus transmission. Restaurants lost billions of dollars, millions experienced severe employment changes, and numerous small restaurants closed. For those remaining in business, converting to online food ordering was essential. Unique to the food ordering setting, this study extended the Stimulus-Organism-Response model to predict the purchase intentions of participants in an online food ordering context. Using structural equation modeling, this study discovered the indirect effects of the menu’s visual appeal and informativeness, and the perception of COVID-19 risks on consumer purchase intentions. This causal relationship was significantly mediated by consumers’ desire for food and their perceived convenience of online food ordering. Through providing theoretical and managerial implications for how to identify appropriate products, utilize content marketing effectively, and attract new customers, this study could assist restaurants in adapting to remaining competitive, even post COVID-19.     

The roles of attitude,subjective norm,and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry

Increases in food-away-from-home purchases brought public awareness to policies for improving nutritional value of foods served at restaurants. As a result, offering choices to consumers that affect health and wellness has become a growing concern in the food industry and restaurants, as evidenced by provisions for nutritional labeling to guide consumers’ food purchasing decisions for healthy eating. This study pursues an empirical examination of the consumers’ behavior toward reading nutritional labeling at casual-dining restaurants. The study tests the conceptual framework of the proposed effects of constructs on consumers’ behavioral intentions. Findings indicate that the variable of attitude acts as a mediator in the relationship between subjective norm and behavioral intention. This study is meaningful to academia by offering insights into the relationship between consumers’ behavior and nutritional information in the context of restaurants and is beneficial to the restaurant industry by offering implications for establishing marketing strategies to improve consumers’ perceptions of menu items.     

Online persuasion of review emotional intensity: A text mining analysis of restaurant reviews

Consumer-generated restaurant reviews are important sources in consumers’ purchase decisions. The purpose of this study is to explore the impact of emotional intensity on perceived review usefulness as well as the moderating effects of review length and reviewer expertise. Data from 600,686 reviews of 300 popular restaurants in the US were obtained from Yelp. Using a text mining approach and econometric analysis, empirical results show that (1) positive emotional intensity has a negative impact on perceived review usefulness, whereas negative emotional intensity has a positive impact on perceived review usefulness; (2) among the two most prevalent discrete negative emotions in online reviews (i.e., anger and anxiety), reviews expressing anger are more useful than those expressing anxiety; and (3) review length and reviewer expertise can moderate the effect of emotional intensity on perceived review usefulness.     

Determinants of a restaurant average meal price: An application of the hedonic pricing model

This study applies the hedonic pricing model to examine important attributes influencing average customer meal prices in restaurants in Seoul, Korea. Data from 185 restaurants were collected via Internet, phone interviews, site inspections, and ZAGAT Survey, and analyzed using OLS regression. The log-linear model was found to be most suitable for the data, and the proposed hedonic model accounted for as much as 73.7% of the variation in meal prices. The results indicate that food quality and décor were important determinants of restaurants’ average meal prices while service was not. Furthermore, the study found that a restaurant's location within the building (1st floor), the types of cuisine served (Japanese and Italian), parking facilities, private dining settings, franchising, and the number of blogger reviews (e-WOM) have significant effects on restaurants’ average meal prices. The model will provide useful information for restaurateurs in deciding effective menu pricing strategies.     

A conflict of choice: How consumers choose where to go for dinner

Studies concerning consumers’ decision-making regarding a restaurant choice commonly cite food quality, service quality, and price as important determinants. Less research has focused on how consumers are willing to trade off gains and losses from respective foodservice attributes. Also, extant literature does not account for consumers who use a non-compensatory decision-making strategy. The present study examined consumers’ choices of casual restaurants using a simulation where trade-offs were inevitable. By utilizing a choice experiment, the researchers found that food quality is the most important attribute in restaurant choice, consistent with the literature reviewed. Good service quality, however, does not increase choice likelihood while poor service quality significantly reduces it. Most importantly, we determined a considerable percentage (24.57%) of respondents do not trade off food quality for better service or a lower price. Findings of the study are discussed with implications for practitioners.     

Change in Consumer Patronage and Willingness to Pay at Different Levels of Service Attributes in Restaurants: A Study in India

Consumer patronage and consumer willingness to pay are the two most important criteria for business development. The current study investigates the changing preferences of consumers in a developing economy with respect to three major service attributes from the restaurant industry: food quality, service, and ambiance. Results indicated that consumers give greater preference to quality over service in high-end restaurants and prefer service compared with ambiance in quick-service restaurants. Food quality was found to have strong interaction effect with two other variables. When food quality was improved from low to high, consumer preferences for ambiance and service tended to change accordingly in the same direction, but not necessarily at the same level. Thus, restaurateurs have a strategic advantage when they choose high quality food and an appropriate level of service or ambiance. Consumer expectations are significantly different for high-end, full-service restaurants and quick-service restaurants in service attributes.     

A Text Mining and Multidimensional Sentiment Analysis of Online Restaurant Reviews

This study aims to identify the structure of online restaurant reviews and examine the influence of review attributes and sentiments on restaurant star ratings. While past research indicated four attributes specific to restaurant reviews—food, service, ambience, and price—this study proposes context as the fifth attribute unique to online reviews. Sentiment analysis of online restaurant reviews has confirmed the proposed underlying structure of online restaurant reviews. Results showed that consumers’ sentiments in these five attributes significantly explained the differences in star ratings. Food, service, and context are the top three attributes affecting star ratings, followed by price and ambiance.     

Food safety in restaurants: The consumer perspective

The study aimed to reveal the indicators that consumers in Mainland China employ to evaluate food safety level of restaurants and find how the use of them varies across consumer subgroups. A national survey was carried out and 1076 respondents completed questionnaires which consisted of 33 questions. The results showed that the consumers preferred to assess a restaurant’s food safety level based on “sensory perception of food” and “restaurant environment”. Although official inspection certificate is one of the reliable indicators, the consumers seldom use it. Furthermore, consumers from different subgroups used different indicators. The females were much more finicky – they employed more indicators to protect them from unsafe restaurants. These results demonstrated a need for better education to create discerning consumers to expel those that fail to deliver safe food. Restaurants can rely on the results to develop effective marketing communication to match the consumers’ decision attributes.     

In search of diners responsive to health cues: Insights from U.S. consumers

Many consumers rely on summary statistics offered by online and mobile platforms to attain nutrition information on menu items. While positive (vs. negative) summary cues garner more favorable consumer responses, this research provides a more nuanced understanding of this effect by examining the moderating role of two individual-level characteristics: health-consciousness and need for status. Two MTurk samples (Study 1: n = 142, Study 2: n = 119) were recruited in 2018. Findings from Study 1 suggest that health-conscious (vs. less health-conscious) consumers show a wider gap in perceived healthiness of a menu item in response to the valence of a health cue. This greater gap translates into more polarized attitudes toward the menu item. Findings from Study 2 indicate that consumers high (vs. low) in need for status exhibit less favorable attitudes toward a menu item with a negative health cue. Theoretical and managerial implications are discussed.     

The moderating effect of restaurant type on hedonic versus utilitarian review evaluations

Online reviews from consumers are critically important to the restaurant business. This study identified a heuristic processing of content richness and source credibility and applied both for utilitarian and hedonic evaluations. Furthermore, we analyzed the moderating effect of restaurant type (casual, luxury fine dining restaurant). A total of 2629 online reviews were used, with 1323 reviews for three casual restaurants and 1306 reviews for three luxury restaurants. To collect the data, web harvesting and web content mining were conducted to extract useful information by employing an R program. which automatically extract online data. The results reveal that the effect of content richness and source credibility on utilitarian evaluations are greater for a casual restaurant than for a luxury restaurant, whereas only the number of content-rich images had a higher effect on hedonic evaluations of a casual restaurant. The implications of the findings can contribute to the development of marketing strategies.     

Food waste management in ethnic food restaurants

The foodservice sector generates excessive amounts of food waste. This wastage remains however understudied, especially in the context of specific foodservice sub-sectors catering for a large number of consumers. This holds true for ethnic food restaurants holding a noticeable share of the global out-of-home food consumption market. This paper contributed to knowledge with an exploratory study of food waste and its management in Chinese cuisine restaurants operating in the UK. By applying a novel approach to estimating food waste in foodservice operations, it demonstrated the magnitude, established the drivers and revealed managerial approaches to food waste mitigation. The study showcased the role of contextual, UK market-specific, and cultural, ethnic cuisine-related, factors in food waste generation and its management. Drawing upon perspectives of foodservice operators, the study outlined the key barriers to more effective mitigation of food waste and proposed how these could be at least partially overcome in the future.     

The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews

With the growing availability and popularity of web-based opinion platforms, online product reviews are now an emerging market phenomenon that is playing an increasingly important role in consumer purchase decisions. Generally speaking, there are two types of online reviews: consumer-generated reviews that are based on personal experiences, and reviews that are written by professional editors. However, little prior research efforts have been devoted to evaluate whether these two types of reviews have different influences on the behavior of online users. This study shows that consumer-generated ratings about the quality of food, environment and service of restaurants, and the volume of online consumer reviews are positively associated with the online popularity of restaurants; whereas editor reviews have a negative relationship with consumers’ intention to visit a restaurant's webpage. The findings will help hospitality researchers and practitioners better understand the impact of electronic word-of-mouth on purchase decisions.