The Influence of Online Restaurant Reviews that Affect the Decision to Buy Food under the COVID-19 Crisis
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Abstract
The objectives of this research were: 1) to investigate the behavior of using online media in order to make food purchase decisions of consumers under the COVID-19 crisis; 2) to explore the importance of factors affecting food purchasing decisions after viewing online reviews under the COVID-19 crisis; 3) to compare food purchasing decisions after viewing online reviews by demographic characteristics under the COVID-19 crisis; and 4) to find correlations between factors affecting food purchasing decisions after viewing online reviews under the COVID-19 crisis. This study employed a quantitative research. The sample consisted of 400 consumers who viewed food reviews online and purchased food after viewing at least once. The research tool was a questionnaire. The statistics used were frequency, mean, standard deviation, F-test and simple correlation efficacy statistics.
The results of the research were as follows: 1) Consumer behavior of using online media to watch restaurant reviews showed that most consumers choose to watch YouTube reviews via mobile phones as an alternative to order food online. The viewing time was approximately 15-30 minutes from the residence during weekends, about 3-4 days a week, 4:01 PM - 8 PM was the most popular time to view reviews. For the food delivery service via online media, it was found that food ordering was less than once per week and the cost of ordering food was between 101-200 baht per time; 2) Factors affecting food purchasing decisions after viewing online media reviews under the COVID-19 crisis, when considering each aspect, were found to be at a high level in all aspects. The order of averages in descending order was content and presentation, influencers in the online world and presentation style; 3) For demographic characteristics such as gender, age, occupation, educational level and different average monthly income, it was found that the decision to order food after viewing online reviews was significantly different at the 0.05 level; 4) The correlation between factors affecting decision-making and food purchasing decisions after viewing online reviews under the COVID-19 crisis. Overall, the correlation was high and in the same direction. When considering each aspect, it was found that the content aspect and the presentation style of the presentation had a very high correlation. For influencers in the online world, they had a high level of correlation and in the same direction.
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