{"title":"Investigating Consumers’ Online Restaurant Selection Behaviors Using Eye-tracking Technology and Retrospective Think-aloud Interviews","authors":"Xiaoye Li, Jennifer Francois, J. Kwon","doi":"10.1080/15256480.2022.2055690","DOIUrl":null,"url":null,"abstract":"ABSTRACT The purpose of this study was to explore consumers’ attention patterns and information search behaviors when they make online restaurant decisions on consumer review websites. Eye-tracking experiments and retrospective think-aloud interviews were conducted with 30 participants. In the browsing stage, the company-generated advertisements attracted most attention from consumers on one website; however, the attracted attention was not impactful on their dining decisions. In the deliberation stage, instead of reading the user-generated reviews in details, consumers skimmed through reviews; and their attention was attracted more to images embedded within the reviews. In addition, participants verbalized their overall preferences of information that helped them make quick decisions such as images and filter. This study provides valuable insights for hospitality researchers and practitioners.","PeriodicalId":46737,"journal":{"name":"International Journal of Hospitality & Tourism Administration","volume":"24 1","pages":"720 - 752"},"PeriodicalIF":2.9000,"publicationDate":"2022-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality & Tourism Administration","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15256480.2022.2055690","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 4
Abstract
ABSTRACT The purpose of this study was to explore consumers’ attention patterns and information search behaviors when they make online restaurant decisions on consumer review websites. Eye-tracking experiments and retrospective think-aloud interviews were conducted with 30 participants. In the browsing stage, the company-generated advertisements attracted most attention from consumers on one website; however, the attracted attention was not impactful on their dining decisions. In the deliberation stage, instead of reading the user-generated reviews in details, consumers skimmed through reviews; and their attention was attracted more to images embedded within the reviews. In addition, participants verbalized their overall preferences of information that helped them make quick decisions such as images and filter. This study provides valuable insights for hospitality researchers and practitioners.
期刊介绍：
The International Journal of Hospitality & Tourism Administration is an applied, internationally oriented hospitality and tourism management journal designed to help practitioners and researchers stay abreast of the latest developments in the field as well as facilitate the exchange of ideas. The journal addresses critical competency areas that will help practitioners be successful in this growing field now and into the future. An exciting and challenging international forum, the journal reflects current happenings and trends in the industry.
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