Research On E-wom Of Restaurants Influencing The Repeat-patronage Intention Of Consumers

In recent years，the Internet penetration and the Internet involvement havereached an unprecedented level. More and more people share their personalexperience and access the information they want on the Internet. The restaurant isone form of the dining which is most widely distributed and contact most people.Repeat-customers of restaurant is the restaurant’s main source of income. Improvethe rate of repeat pantronage is the key to management of restaurant. This studyattempts to model and make empirical research on the impact of online reviews ofthe retaurant on the customer’s repeat patronage intention.First, this study reviews the research of domestic and foreign scholars on onlinereviews influencing consumers’ purchasing decisions. This study makes the basis ofthe research model by summarize the the documents and the basic concepts. On thisbasis, this study constructs the percived quality of e-WOM, satisfaction and backwillingness. With customer expectation and percived experience, this paper buildthe conceptual model of online reviews influencing the customer’s back willingness.This study uses the questionnaire survey method. search and get their onlinereviews from www.dianping.com and inqury into the students about their backwllingness. We collect the data to make empirical analysis.The empirical analysis result has verified the three-dimension structure ofpercived quality of e-WOM and the customer satisfaction measurement model.Customer expectation has no direct impact on satisfaction, which indirectly affectcustomer satisfaction through customer’s percived experience. This study has alsoconformed the impact of online reviews on the customer’s back willingness. Thepercived reliability and percived usefulness of online reviews doesn’t affect thecustomer’s back willingness directly, but through the mediating effect of customersatisfaction. The percived happiness of e-WOM has no effect on both satisfactionand bac willingness. In addition, the percived experience of the customer, throughthe intermediary role of customer satisfaction, affect the customer’s backwillingness indirectly.This paper advises the restaurant manager to raise concern about the customerexperience and increase the hardware level. Meanwhile, the focus of this study is topresent the impact of online reviews of the restaurant on the customer’s backwillingness. Thus strengthen the restaurant’s e-WOM management is an importantrecommendation of this study on restaurant management.