The moderating effect of restaurant type on hedonic versus utilitarian review evaluations |
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| Institution: | 1. College of Hotel and Tourism, Kyung Hee University, 26 Kyunghee-daero, Dongdaemun-gu, Seoul 02447, Republic of Korea;2. Havichi Hotel and Resort, 537, Minsokhaean-ro, Pyoseon-myeon, Seogwipo-si, Jeju-do, Seoul, Republic of Korea;3. School of Management, Kyung Hee University, 26 Kyunghee-daero, Dongdaemun-gu, Seoul, 02447, Republic of Korea;1. Beijing Blasacapital Ltd, Beijing, China;2. Hospitality and Food Management, School of Hospitality and Tourism Management, University of Surrey, 53MS02, Guildford, Surrey, GU2 7XH, United Kingdom;1. The School of Hospitality Business, Michigan State University, Broad College of Business, 645 Shaw Lane, East Lansing, MI 48825, United States;2. Dedman School of Hospitality, Florida State University, United States;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin, 150001, China;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China;3. College of Tourism and Service Management, Nankai University, 38 Tongyan Road, Tianjin,300350, China;1. Audencia Business School, Marketing Department, 8 Route de la Jonelière, 44312 Nantes, France;2. Marketing, Operations and Systems Subject Group, Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, UK;3. Department of Management and Production Engineering, Politecnico di Torino, Corso Duca degli Abruzzi, 24, 10129 Torino, Italy;4. IAE Paris 1 Panthéon-Sorbonne (Sorbonne Business School), Université Paris 1 Panthéon Sorbonne - IAE Paris - Sorbonne Business School, 8bis rue de la Croix Jarry, 75013 Paris, France;1. School of Management, Harbin Institute of Technology, 150001, China;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hong Kong |
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| Abstract: | 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. |
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| Keywords: | Online reviews Restaurant type Utilitarian and hedonic evaluations Content richness Source credibility |
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