온라인 리뷰에 반영된 고객들의 레스토랑 식품안전 인식 이 온라인 리뷰의 유용성에 미치는 영향

초록

Food safety perception is a primary concern for customers, public agencies, and restaurant owners. In recent years, social media has been used to monitor customers’ food safety perceptions of a particular restaurant. Thus, this study aims to understand whether customers’ safety perception is reflected in online reviews and understand its effects on online reviews’ usefulness. To do so, this study utilizes 3,425,397 reviews downloaded from Yelp.com to identify the representation of food safety and its effect on online reviews’ usefulness. By adopting a dictionary-based approach, this study calculates the score of four food safety-related factors. It then estimates the effect of four factors on online reviews’ usefulness using the hurdle negative binomial model. This study confirmed that the effects of four food safety perceptions on usefulness are heterogeneous, and several review characteristics and reviewers’ characteristics are significantly associated with online review usefulness. Further theoretical and managerial implications were discussed in the conclusion section.

키워드