Perceived price and trustworthiness of online reviews: different levels of promotion and customer type

Abstract

Purpose Prior hospitality studies have reviewed review trustworthiness and perceived price as predictors of restaurant selection. However, the impacts of these two factors may vary by sales promotion and customer types. This study aims to determine whether sales promotions and customer type are the key elements that facilitate behavioral intentions by moderating the linkage between perceived price and behavioral intentions as well as the linkage between online review trustworthiness and behavioral intentions. Design/methodology/approach Analysis of the responses of 533 individuals familiar with the Michelin Guide for restaurants in Seoul provided evidence supporting a sales promotion theory wherein promotions signal benefits in consumers’ minds. Findings The findings show that when perceived price is positive and the trustworthiness of online reviews is high, repeat customers prefer mixed coupons to price discounts. Notably, the results indicate that when the trustworthiness of online reviews is high, first-time customers also prefer mixed coupons to price discounts. Furthermore, the findings suggest that negative evaluations of perceived price increase the impact of mixed coupons by signaling to first-time customers that given restaurants’ offerings provide monetary benefits regardless of their intentions to revisit said restaurants. Research limitations/implications The study findings provide insights that should help managers better understand various levels of promotion. Managers can design their pricing strategies to strengthen customers’ motivations to visit their restaurants – the very thing customers often seek in sales promotions. Originality/value This study provides indisputable evidence for a sales promotion theory, wherein promotions signal benefits in consumers’ minds; however, it also shows that first-time and repeat customers do not respond equally to sales promotions.

Deep learning in hospitality and tourism: a research framework agenda for future research

“…For example, a DL model for detecting deceptive reviews driven by DCWord (Deep Context representation by Word vectors) (Zhang et al , 2019d), a deep-learning-based sentiment analysis model that integrates two-channel CNN–LSTM models, combining CNN and LSTM/BiLSTM branches in a parallel manner (Li and Law, 2020). Besides, the application of text mining for tourist reviews has also been explored (Liu et al , 2022; Pan et al , 2022). In conclusion, the studies classified under this theme have mainly focused on the application of DL towards enhancing the state-of-the-art in two main areas – demand forecasting and sentiment analysis (refer to Table 5).…”

“…In our study sample, 28 of 159 articles (18%) applied DL for sentiment analysis (see (Li and Law, 2020). Besides, the application of text mining for tourist reviews has also been explored (Liu et al, 2022;Pan et al, 2022). In conclusion, the studies classified under this theme have mainly focused on the application of DL towards enhancing the state-of-the-art in two main areas -demand forecasting and sentiment analysis (refer to Table 5).…”

Kepercayaan Terhadap Ulasan Online dan Harga Yang Dirasakan Terhadap Keinginan Mengunjungi Restoran Yang Dimediasi Oleh Attitude

“…Penelitian ini sejalan dengan penelitian sebelumnya (Pan et al, 2022) dari preferensi konsumen bergantung pada apakah mereka dapat mempercayai informasi positif, negatif, atau netral yang mereka terima dari ulasan. Namun, ulasan pelanggan bervariasi dari orang ke orang.…”

“…Penelitian ini tidak sejalan dengan penelitian sebelumnya dari (Pan et al, 2022) bahwa Jika konsumen bersedia menerima harga menu suatu restoran, maka persepsi harga akan berpengaruh positif terhadap kesediaan mereka untuk berkunjung ke restoran tersebut. Dalam hal ini, sebuah studi berbasis skenario menemukan bahwa pelanggan yang menganggap kenaikan harga dapat diterima memiliki niat kunjungan yang positif.…”

Early different cognitive processes evoked by carnival vs. general promotions when shopping online: An ERPs study

“…General promotion approaches, such as cash discounts, coupons, and other conventional means of promotion (Peng et al, 2019;Sinha and Verma, 2020; 10.3389/fnins.2022.938511 Kotler et al, 2021), can be frequently observed throughout the year. However, these promotion approaches have become so ordinary that they lack attraction for consumers, who have gradually become familiar with the basic marketing logic of these methods (Amornpetchkul et al, 2018;Pan et al, 2022). It is difficult to say whether a wide range of general promotion activities will be successful; even if so, they may require a huge advertising budget.…”