| dc.description.abstract | This thesis examines the influence of sensory and non-sensory online reviews on consumer decision-making in restaurant selection, using a quasi-experimental design with a scenario-based questionnaire. By analyzing data from 115 participants, the study assesses how preferences for review types change across different dining contexts, focusing on the balance between sensory-rich descriptions and practical information.
Findings indicate a strong preference for sensory assessments during special occasions and travel, where detailed, immersive descriptions significantly improve anticipation and decision-making. Conversely, in routine situations such as arriving in a new city, consumers initially favor concise, non-sensory reviews for practical guidance. However, as the likelihood of using reviews increases, so does the preference for detailed sensory content, suggesting a nuanced interplay between immediate needs and the desire to engage sensory information.
The study also highlights that important restaurant attributes – taste, cleanliness, and value – are central in shaping consumers' choices and emphasizes the role of both sensory and non-sensory factors. By integrating these findings with the Theory of Planned Behavior, the research shows that attitudes, subjective norms, and perceived behavioral control are crucial in mediating the relationship between review content and consumer behavior.
Overall, this research contributes to a broader understanding of how sensory information in online reviews influences consumer behavior in the hospitality sector, offering practical insights for marketers and review platforms to refine their strategies. Future research should expand demographic diversity and include actual user-generated reviews to confirm these findings and improve their applicability in real-world settings.
Keywords: Sensory marketing, online reviews, dining occasion, review influence, multisensory perception, consumer decision-making, theory of planned behavior | |
