The Mediating Effect of Perceived Diagnosticity on eWOM Elements and Restaurant Selection Intention

Abstract

The overwhelming volume of eWOM information has made it difficult and present challenges for consumers to orientate themselves with the wealth review available. This study drawing on Elaboration Likelihood Model (ELM) to examines the influence of information quality, visual appeals and information facilitation on restaurant selection intention through mediated effects. Non-probability sampling was used to garner 311 responses among the generation Y using questionnaires. The model and its hypotheses were tested using Partial Least Square (PLS). The results demonstrates that perceived diagnosticity significantly mediated the relationship between information facilitation. This research has contributed to the model conceptualization in terms of customers perceived diagnosticity, particularly within the casual dining restaurant context. The findings of this study could assist restaurant operators in understanding their customers' needs so that these customers will spread a positive eWOM via Instagram.