A Study on Influence of Information Characteristics in Restaurant Visit Reviews on Recommendation Intention : Mediating Effects of Information Accommodation and Consumer Attitude

Objective : This study aims to verify the influence relationship between information characteristics and recommendation intention by using information characteristics of restaurant visit reviews, recommendation intention, information acceptance, and consumer attitude as parameters. Method : This study analyzed data from a total of 337 people by using the SPSS 21.0 program. Then, this study conducted hiearchical regression analysis to verify the mediating role. Results : Liveliness and reliability had a significant impact on consumer attitude and recommendation intention, and information acceptance and consumer attitude had a significant impact on recommendation intention. Liveliness and reliability significantly influenced recommendation intention through partial mediation of information acceptance and consumer attitude. Implications : Marketers of restaurant companies need to prepare strategic plans for revitalizing sales by establishing social media-based word-of-mouth marketing strategies and service policies.