Impacts of online consumer reviews on purchase intention towards sushi restaurants.

Abstract

According to internet usage growth in Thailand, online consumer review becomes an essential part that influences customer to make decision to the brand or product. Online customer review is a tool that consumer can share their experiences about the brand which could be positive or negative aspect. Therefore, this study aims to find out an impact of online consumer review towards purchase intention of sushi restaurant in Thailand. This research conducted by using questionnaire-based survey method. The main purpose of this study is to find relationship between key online consumer review variables; EWOM, source credibility, source expertise, valence and volume towards purchase intention of sushi restaurant in Thailand. Hence, the main conclusion of the study concludes that EWOM, source credibility and valence have significant linear relationship with purchase intention. The finding is useful for the restaurant businesses in Thailand, especially the sushi restaurant, to explore new marketing channel about their restaurant by using online consumer review to attract prospect customers. KEY WORDS: Online consumer review/Sushi/Restaurant business