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.

摘要

本研究的目的是探讨消费者在消费者评论网站上做出在线餐厅决策时的注意力模式和信息搜索行为。对 30 名参与者进行了眼动追踪实验和回顾性有声思考访谈。在浏览阶段，某一网站上最受消费者关注的是公司自创的广告；然而，吸引的注意力并没有影响他们的就餐决定。在审议阶段，消费者不会详细阅读用户生成的评论，而是浏览评论；他们的注意力更多地被评论中嵌入的图像所吸引。此外，参与者还表达了他们对有助于他们快速做出决策的信息的整体偏好，例如图像和过滤器。