Exploring the Persuasion Effect of Restaurant Food Product Online Reviews on Consumers' Attitude and Behavior

With the booming development of e-business, consumers gradually get used to check and rely on online product reviews as their important references for making their decisions on purchase. Base on the Evaluation Likelihood Model (ELM), this research aims to find out the main persuasive factors of online reviews on consumers' attitude and behavior over restaurant food products. 158 valid questionnaires are collected, and the data is analyzed by using LISREL. The result shows that the quality of the contents and the quality of reviewers influence consumer's decision making, and the quality of content has a greater impact than the quality of reviewers. Numbers of browsing and likes are the most represented factors among the quality of reviewers while insight and readability best represent the quality of contents. Business organizations are suggested to develop strategies to improve their operation's quality and efficiency of their online reviews.