KOREASCHOLAR

THE EFFECT OF RESTAURANT PLATFORM ENDORSEMENTS ON CUSTOMERS’ ATTITUDES: A BIG DATA-BASED QUASI-EXPERIMENTAL APPROACH

Dohyung Bang, SooCheong (Shawn) Jang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422952
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.935
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study empirically verified the endorsement effect of a restaurant platform as a reliable third-party organization on changes in customers’ attitudes toward restaurants by measuring big data-based consumption values using customers’ reviews and applying difference-in-differences. The results indicated that endorsement effects are effective when specific cues are provided and under unusual circumstances such as the pandemic.

Keyword
Third-party organizationEndorsementRestaurant platformBig dataQuasi-experimental design
Author
  • Dohyung Bang(Purdue University, West Lafayette, Indiana, USA)
  • SooCheong (Shawn) Jang(Purdue University, West Lafayette, Indiana, USA)