Temporal effects of online customer reviews on restaurant visit intention: the role of perceived risk

Abstract

This study examines the linkages among performance and financial risks, online customer reviews, and restaurant revisit intention. Using a survey of 274 respondents for two time-intervals (T1 and T2), the results for T1 reveal that online customer reviews directly affect restaurant visit intention and performance risk, and financial risk directly affects restaurant visit intention. In contrast, the results for T2 show that online customer reviews have an insignificant impact on performance risk, while financial risk similarly does not have a significant impact on restaurant visit intention. Moreover, the temporal effects of online customer reviews on restaurant (re)visit intention decrease over time. Interestingly, while online customer reviews affect performance risk for the first visit (T1) to a restaurant, their impact on financial risk for the subsequent visit (T2) reduces. By adding new approaches to the discussion about the evolution of online review effects, the results speak to both scholars and managers.