感知風險對餐廳選擇的影響：使用者原創內容的調節效果

Abstract

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In order to minimize the risks that a product or service will have, consumers will tend to search on reviews that are publicly shared all over the internet. Despite of becoming a practice for modern consumers, online reviews on the internet carry their own risk for the audience. People would seek as much information as possible to mitigate their risks, but on the other hand, they would fall into another pit of risk by believing the thread starters. In the food and beverage industry, it is a common thing in which expectations made by visitors are often correlated with financial and performance risks. The visitors would seem to have a perceived risk idea on their mind especially in visiting a new restaurant, whether it is about the quality of the food, the price, or even the service of the place. To mitigate these risks, people would have identified the trustworthiness of an online review, perhaps through their own judgement or experience. The study conducted an analysis on 141 respondents (consumers in Taiwan), and found out that there is a negative relationship between perceived risk and visit intention. Additionally, this negative relationship is moderated by blogsites as a source of user generated content. Overall, this research contributes to marketing literature specifically on the context of user generated content and its effect towards consumer's visit intention.