The impact of e-word-of-mouth on consumer online coupon purchase behaviors of restaurants based on online-to-offline platform

Abstract

Based on the rise of online promotion, the popularity and usage of electronic coupons have increased rapidly, and the value of e-word-of-mouth communication (e-WOM) has been recognized. This study examined the effects of e-WOM on electronic coupon sales by evaluated the effectiveness of online reviews. Its purpose is to understand the relationship between online promotions and e-WOM in the context of the O2O (Online to Offline) platform. Using data sets from one of the largest restaurant review sites in China, the study found that the number of online reviews, review attitudes, and restaurant food quality have a significant impact on restaurant coupon sales. This study further explores the interaction effects of chain restaurants, high-end restaurants, and categories of restaurants. These findings will help hospitality researchers and practitioners to better understand the impact of e-WOM on online promotions.