Volume 13, Number 1, June 2018
| Assessing the Relationship among Online Word-of-Mouth, Product Knowledge, and Purchase Intention in Chain Restaurant |
Abstract
Contemporary restaurant customers have mobile devices, frequently comment, and usually upload pictures of food to Facebook or other online social networks. Online W.O.M. (Word-of-Mouth) and product knowledge plays very important roles and may affect purchase intentions. The present study conducted a questionnaire survey on an Italian chain restaurant in Taipei and obtained 501 valid questionnaires. The results of this study showed that the relationship between Online W.O.M.(Word-of-Mouth) and product knowledge was significantly and positively related to the purchase intention.
Keywords: Online W.O.M.(Word-of-Mouth), Product Knowledge, Purchase Intention, Restaurant, Food
JEL Classification: D24, E21, L83