Why they accept my gourmet food reviews: An Attractiveness-Trust Perspective

• Main Authors: Yi-Ting, Pan, 潘怡婷
• Other Authors: Shian-Tung, Tsai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3fxkun

碩士 === 國立臺北大學 === 企業管理學系 === 103 === Recently, the volume of online customer reviews has explosively grown. Customers have got used to searching product information online before doing the purchase process. In the prior research, reviews posted online are thought to influence customers’ choices in a variety of contexts, including books, music and movies. However, there is little research on the influential sources of the bloggers and their reviews. In this study, we aim to understand the influence forming process. Besides, with the gourmet food reviews, we try to find out what construct the influence of the reviews. We gathered our data on a famous social website in Taiwan. And then, using SmartPLS did our experimental analysis. The result showed that the expertise, informativeness and attractiveness are positively related to trust. Besides, the increases in similarity and informativeness lead that a person gains more attractiveness. Furthermore, both trust and attractiveness will increase one’s acceptance and trust has greater impact on attractiveness. In the additional research, we find that the experience of being a blogger, website usage and gender will have different impact on accept intention's formation. Our study showed the evidence on how a blogger influences customer’s behavior and provide some different thoughts for restaurant owners.