Giovanny Haro-Sosa, Beatriz Moliner-Velázquez, Irene Gil-Saura, María Fuentes-Blasco
{"title":"电子口碑对餐厅选择决策的影响:千禧一代是否受性别影响?","authors":"Giovanny Haro-Sosa, Beatriz Moliner-Velázquez, Irene Gil-Saura, María Fuentes-Blasco","doi":"10.3390/jtaer19010033","DOIUrl":null,"url":null,"abstract":"Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.","PeriodicalId":46198,"journal":{"name":"Journal of Theoretical and Applied Electronic Commerce Research","volume":"16 1","pages":""},"PeriodicalIF":5.1000,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?\",\"authors\":\"Giovanny Haro-Sosa, Beatriz Moliner-Velázquez, Irene Gil-Saura, María Fuentes-Blasco\",\"doi\":\"10.3390/jtaer19010033\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.\",\"PeriodicalId\":46198,\"journal\":{\"name\":\"Journal of Theoretical and Applied Electronic Commerce Research\",\"volume\":\"16 1\",\"pages\":\"\"},\"PeriodicalIF\":5.1000,\"publicationDate\":\"2024-03-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Theoretical and Applied Electronic Commerce Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.3390/jtaer19010033\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Theoretical and Applied Electronic Commerce Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.3390/jtaer19010033","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?
Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.
期刊介绍:
The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.