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- Title
Effects of social media on restaurant visit intention and willingness to pay more: generation Z.
- Authors
Aras, Sercan
- Abstract
The aim of this study was to investigate the effects of social media reviews on restaurant visit intention and willingness to pay more. Research data were obtained from Turkey between January-March 2023 by using a questionnaire. The data obtained from 404 questionnaires were analysed by using PLS-SEM. The findings revealed the positive effect of the attitude toward social media reviews on restaurant visit intention and on the willingness to pay more. In addition, it has been observed that there is a positive relationship between perceived usefulness, perceived ease of use, trust, information quality, and attitude.
- Subjects
TURKEY; TECHNOLOGY Acceptance Model; SOCIAL media; INTENTION; RESTAURANT reviews; TRUST; WILLINGNESS to pay; RESTAURANTS
- Publication
Eastern Journal of European Studies, 2023, Vol 14, p79
- ISSN
2068-651X
- Publication type
Article
- DOI
10.47743/ejes-2023-SI05