The Impact of Social Media on the Choice of Eating Destination for Customers in Vietnam

Abstract

This paper is aimed to investigate the main factors affecting the intention of choosing eating destinations of customers in Hanoi. A survey method employing the questionnaire in combination with multivariate data analysis (Cronbach's Alpha test, EFA, linear regression) are utilized. The result analyzed from 201 Social media users indicates that the intention of choosing eating destination was affected directly by the attitude toward the use of Social media, perceived enjoyment and perceived usefulness also affected directly on customers’ attitude. Besides, the electronic word of mouth and the perceived ease of use don’t show the coherent impact on the attitude of consumers as well as the intention of using social media for choosing eating destinations.