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What drives diners to share restaurant reviews on OpenRice
Date Issued
2025
ISBN
9789887104704
Citation
In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 236-263). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.
Type
Book Chapter
Abstract
This study investigates the process by which restaurant diners generate electronic word of mouth (eWOM) intentions in their written reviews on consumer-generated media platforms, such as OpenRice.com, based on their consumption experiences and various motivations. It analyses four key attributes, namely, food quality, service quality, price fairness, and atmosphere, in relation to three motives: concern for other customers, expressing postitive feelings, and self-enhancement. A survey was conducted with 241 responents in Hong Kong. Then, the hypotheses were tested using partial least squares modelling. The findings reveal that service quality, atmosphere, and food quality are crucial predictors of eWOM motives with each attribute triggering at least two types of motivations. By contrast, price fairness is linked solely to concern for other customers. The study suggests that marketers, advertisers, and restaurant owners focus their resources on fostering these motivations.
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