Abstract
With increased online activities associated with the purchase of restaurant services, online reviews have become important among potential customers due to the advantages in communicating past consumers’ candid experiences and feelings. The purpose of this study is to examine the relationship between online reviews and purchase intention, while simultaneously investigating the effects of trust and food image. A 2(rating: high vs. low) x 2(price: high vs. low) x 2(picture: with vs. without) factorial experimental design was used to attain this objective. Results show that there are significant differences in purchase intentions depending on the level of ratings and price. Trust was influenced by picture, where reviews containing a picture are found to be more effective. In particular, online reviews with high ratings and pictures culminated in the highest trust perceptions. Accordingly, this study confirmed the moderated mediating effects of trust on purchase intention.
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