Influence of online restaurant reviews' characteristics on credibility: a study among young consumers

This study investigates the determinants of Reviews Credibility in the context of restaurant online reviews among young consumers in Thailand. It examines the influence of Reviews Accuracy, Reviews Completeness, Reviews Ratings, and Platform Reputation on Reviews Credibility, while also exploring the moderating effects of Consumers' Involvement and Consumers' Prior Knowledge. Drawing upon the Elaboration Likelihood Model (ELM) and Involvement theory, data was collected through online surveys from 252 participants and analyzed using Multiple Linear Regression.The findings revealed that Reviews Accuracy, Reviews Completeness, and Platform Reputation significantly and positively influence Reviews Credibility, aligning with prior literature. Furthermore, the direct effects of the two moderators, Consumers' Involvement and Consumers' Prior Knowledge, were found to significantly and positively influence Reviews Credibility. However, Reviews Ratings did not show a significant impact, contrary to previous studies, suggesting a divergence in consumer perceptions. Similarly, both moderating variables, Consumers' Involvement and Consumers' Prior Knowledge did not significantly moderate the relationships as anticipated, indicating potential contextual differences.Theoretical contributions of this study include enriching the understanding of consumer behavior and online reviews within the ELM framework, particularly in the context of restaurant reviews among young consumers. The study also advances the literature by demonstrating that Consumers' Involvement and Consumers' Prior Knowledge have direct positive effects on Reviews Credibility, underscoring the importance of considering these factors in future research on online reviews. Additionally, the study highlights practical implications for businesses and marketers, emphasizing the importance of content accuracy and completeness in enhancing Reviews Credibility. Understanding the direct impact of consumer involvement and prior knowledge can guide businesses in tailoring their review strategies to better engage knowledgeable and involved consumers, thereby enhancing the effectiveness of online reviews in influencing consumer behavior and fostering business growth.