Factors Shaping Attitudes Toward Tiktok Buffet Restaurant Reviews And Their Impact On Visiting Intentions

Abstract

According to a Kepios study conducted in 2022, review videos are one of the categories of content videos that gain the most views on digital platforms in Vietnam (35.8% of those polled). Moreover, TikTok has now been recognised as one of the most prominent social networking sites globally, with millions of individuals accessing the network every month. In light of this, the goal of this investigation is to identify the impact of video content characteristics on cognitive- and affective-based attitudes towards TikTok buffet restaurant reviews, assess the influence of such reviews on restaurant visit intention, and then offer suggestions for the firm's performance improvement. In this study, a quantitative method was selected, and surveys were widely disseminated across various online platforms, resulting in the participation of approximately 312 individuals in Vietnam who had previously used TikTok to watch reviews of buffet restaurants prior to visiting. For data processing, structural equation modelling (SEM) is utilised. The results contrast with the findings of Kwon et al. (2021), this findings discovered that attitudes towards social media content can be classified as cognitive or affective and that these two categories of attitudes have significant effects on people's intentions to engage in specific behaviours. In addition, it is asserted that the perceived utility, authenticity, and up-to-dateness functions of affectively-based attitudes should not be considered. It has also been discovered that the up-to-dateness characteristic has no significant effect on the cognitive-based attitudes of users. Both reviewers and promoters of video products were given advice on how to enhance the products.