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The Effects of Recommendation Systems on Customers' Brand Identity toward Full-service Restaurants

Abstracts


We propose a social identity purchase model to examine how the content of recommendation facilitates brand identity on novice customers, which results in their eventual purchase intention among the numerous restaurants. We collect 456 online questionnaires in Taiwan with quota sampling method and employ structural equation model to analyze the empirical data. We find that mental product experiences, physical statement of outcome focus, and flexibility presented in the moment of truth exert direct influence on brand identity and perceived consumer value. Specifically, the results present the customer-based recommendations online system can serve to enhance new-established restaurants reference.

References


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