Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding

This study is aimed to identify the relative (direct) effect of online review ratings and perceived crowding on purchase intentions of a consumer. Our study also investigated the contingent effect of gender and perceived crowding between the relationship of exogenous and endogenous variables. This s...

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Autores principales:	Muhammad Asghar Ali, Ding Hooi Ting, Muhammad Ahmad-ur-Rahman, Shoukat Ali, Falik Shear, Muhammad Mazhar
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	online review purchase intentions review rating situational cues perceived crowdedness gender Psychology BF1-990
Acceso en línea:	https://doaj.org/article/a648065cd9b54dc4a47279a8a822d4c5
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spelling	oai:doaj.org-article:a648065cd9b54dc4a47279a8a822d4c52021-12-02T05:51:11ZEffect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding1664-107810.3389/fpsyg.2021.780863https://doaj.org/article/a648065cd9b54dc4a47279a8a822d4c52021-12-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.780863/fullhttps://doaj.org/toc/1664-1078This study is aimed to identify the relative (direct) effect of online review ratings and perceived crowding on purchase intentions of a consumer. Our study also investigated the contingent effect of gender and perceived crowding between the relationship of exogenous and endogenous variables. This study was conducted in the Malaysian restaurant industry. We applied the purposive sampling technique to identify respondents, the mall intercept survey method was used for data collection. Smart PLS software was applied for data analysis (200 respondents). This study demonstrates through its results that online review ratings and perceived crowding have a positive effect on purchase intentions of a consumer. Moreover, if a consumer perceives crowding at a restaurant, this has a positive contingent effect on the relationship between review ratings and purchase intentions. This demonstrates that the consumer is more inclined to choose a restaurant with a high online review rating and has high perceived crowding at some unfamiliar place. Lastly, no evidence is found for the gender difference between review rating and purchase intentions; however, gender shows contingent effect and results confirmed that males preferred more crowded restaurants as compared to females. There are theoretical and practical implications for managers in the findings of this study.Muhammad Asghar AliDing Hooi TingMuhammad Ahmad-ur-RahmanShoukat AliFalik ShearMuhammad MazharFrontiers Media S.A.articleonline reviewpurchase intentionsreview ratingsituational cuesperceived crowdednessgenderPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	online review purchase intentions review rating situational cues perceived crowdedness gender Psychology BF1-990
spellingShingle	online review purchase intentions review rating situational cues perceived crowdedness gender Psychology BF1-990 Muhammad Asghar Ali Ding Hooi Ting Muhammad Ahmad-ur-Rahman Shoukat Ali Falik Shear Muhammad Mazhar Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding
description	This study is aimed to identify the relative (direct) effect of online review ratings and perceived crowding on purchase intentions of a consumer. Our study also investigated the contingent effect of gender and perceived crowding between the relationship of exogenous and endogenous variables. This study was conducted in the Malaysian restaurant industry. We applied the purposive sampling technique to identify respondents, the mall intercept survey method was used for data collection. Smart PLS software was applied for data analysis (200 respondents). This study demonstrates through its results that online review ratings and perceived crowding have a positive effect on purchase intentions of a consumer. Moreover, if a consumer perceives crowding at a restaurant, this has a positive contingent effect on the relationship between review ratings and purchase intentions. This demonstrates that the consumer is more inclined to choose a restaurant with a high online review rating and has high perceived crowding at some unfamiliar place. Lastly, no evidence is found for the gender difference between review rating and purchase intentions; however, gender shows contingent effect and results confirmed that males preferred more crowded restaurants as compared to females. There are theoretical and practical implications for managers in the findings of this study.
format	article
author	Muhammad Asghar Ali Ding Hooi Ting Muhammad Ahmad-ur-Rahman Shoukat Ali Falik Shear Muhammad Mazhar
author_facet	Muhammad Asghar Ali Ding Hooi Ting Muhammad Ahmad-ur-Rahman Shoukat Ali Falik Shear Muhammad Mazhar
author_sort	Muhammad Asghar Ali
title	Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding
title_short	Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding
title_full	Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding
title_fullStr	Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding
title_full_unstemmed	Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding
title_sort	effect of online reviews and crowd cues on restaurant choice of customer: moderating role of gender and perceived crowding
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/a648065cd9b54dc4a47279a8a822d4c5
work_keys_str_mv	AT muhammadasgharali effectofonlinereviewsandcrowdcuesonrestaurantchoiceofcustomermoderatingroleofgenderandperceivedcrowding AT dinghooiting effectofonlinereviewsandcrowdcuesonrestaurantchoiceofcustomermoderatingroleofgenderandperceivedcrowding AT muhammadahmadurrahman effectofonlinereviewsandcrowdcuesonrestaurantchoiceofcustomermoderatingroleofgenderandperceivedcrowding AT shoukatali effectofonlinereviewsandcrowdcuesonrestaurantchoiceofcustomermoderatingroleofgenderandperceivedcrowding AT falikshear effectofonlinereviewsandcrowdcuesonrestaurantchoiceofcustomermoderatingroleofgenderandperceivedcrowding AT muhammadmazhar effectofonlinereviewsandcrowdcuesonrestaurantchoiceofcustomermoderatingroleofgenderandperceivedcrowding
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Effect of Online Reviews and Crowd Cues on Restaurant Choice of Customer: Moderating Role of Gender and Perceived Crowding

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