An empirical test of alternative models: A comparison between casual and fine dining restaurants

초록

This study builds on the efforts to systematize the effects of online reviews, trust, and attitude on behavioral intentions. Specifically, we report the direct and indirect effects of variables on behavioral intentions through different models that compare the two types of restaurants (casual vs. fine dining). Our findings provide ample evidence that trust and attitude are directly related to behavioral intentions when online reviews do not directly influence behavioral intentions for both restaurant types. The findings also show that the online review-attitude-behavior link of Model 4 is more stable and robust than in Model 3. In particular, the indirect role of online reviews on behavioral intentions enhances the effects of the attitude-behavior relationship in both casual and fine dining restaurants.

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