The influence of online reviews toward office workers' intention to visit pubs and restaurants at night in Bangkok area.

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 the influence of online reviews toward office workers’ intention to visit pubs and restaurants at night in Bangkok area. This research collects data by using in-depth interview that method helps the author deeply understand consumers. The main purpose of this study is to find relationship between key online consumer review variables; consumer characteristic, eWOM, review sources, content quality, and awareness towards office workers’ intention to visit pubs and restaurants at night in Bangkok area.The finding is useful for the restaurant businesses in Thailand, especially the pub and restaurant, to explore new marketing channel about their restaurant by using online consumer review to attract prospect customers.