Digital dining experience

: the attitude towards online consumer reviews and Hungarian consumers' restaurant visit intention

Abstract

This study explores the influence of Google reviews on Hungarian consumers' attitudes and intentions to visit restaurants. Employing an extended Technology Acceptance Model (TAM) and structural equation modelling (SEM), the research investigates key factors shaping attitudes toward Google reviews, including perceived enjoyment, usefulness, trustworthiness, information quality, review quantity, and ease of use. The findings reveal that perceived enjoyment, usefulness, and trustworthiness exert significant positive influences on attitudes, while perceived review quantity exhibits a negative effect. Notably, positive attitudes toward Google reviews significantly enhance restaurant visit intentions. Age emerges as a significant factor, with younger consumers more inclined to visit restaurants based on Google reviews. Results underscore the importance of fostering enjoyment, usefulness, and trust in leveraging online reviews for the Hungarian restaurant industry, while addressing potential concerns regarding review quantity.

Date of Award	26 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ákos Varga (Supervisor)