Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.

中文翻译：

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电子口碑对餐厅选择决策的影响：它取决于千禧一代的性别吗？

鉴于电子口碑的指数级增长，尤其是在千禧一代中，对在线意见的咨询行为进行分析对于更好地理解决策过程至关重要。本提案的目的是分析电子口碑咨询的动机如何影响电子口碑的最终采用，特别是在餐厅环境中，探索“咨询电子口碑的动机-咨询电子口碑的意图-采用咨询电子口碑”的关系链。此外，研究性别在这一链条中的调节作用也是有争议的。基于 341 名具有阅读在线评论和光顾餐厅经验的千禧一代样本，通过 PLS 估计厄瓜多尔地理区域来估计因果模型。结果证实，千禧一代的动机直接影响他们咨询电子口碑的意愿，并间接影响电子口碑的采用。此外，性别对连锁效应没有表现出显着影响。鉴于虚拟平台有可能平等地影响男性和女性，餐厅针对这一目标受众并在社交媒体上进行的沟通工作必须关注性别以外的其他方面。