| dc.description.abstract | Purpose – The intention of consumers to support online community advice is
examined in this study. The research specifically examines the connections between
perceived attitude, perceived attitude, perceived ease of use, and perceived usefulness
on the intention to follow online advice in the setting of online restaurant networks
using the technology acceptance model (TAM).
Design/methodology/approach – This study is based on information gathered
from replies to a web survey of more than 330 undergraduate and graduate students
from various Ho Chi Minh City educational institutions. To verify the model created
using the structural equation modeling method, descriptive statistics, EFA,
Bootstrapping, T-tests, etc were measured.
Findings – Trustworthiness affects the attitude of visitors towards the usage of
favorable social media evaluations for making restaurant selections.
Originality/value – The results of the study are slightly different from previous
studies in the same field since this research adopts a different strategy and investigates
what motivates customers to heed the advise of online restaurant communities. In
addition, this result can confirm the surprising role of reviews and food bloggers. | en_US |
