Can time soften your opinion? The influence of consumer experience valence and review device type on restaurant evaluation

• Published in: International journal of hospitality management 2021-01, Vol.92, p.102729, Article 102729
• Main Authors: Li, Hengyun, Qi, Rui, Liu, Hongbo, Meng, Fang, Zhang, Ziqiong
• Format: Article
• Language: English
• Subjects: Experience valence; Restaurant evaluation; Review conformity; Review device; Temporal distance
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2020.102729

•Restaurant evaluations posted with longer temporal distance are more likely to conform to the prior average review rating.•Review device and dining experience valence moderate the effect of review temporal distance on restaurant rating conformity.•Reviews posted via mobile devices weaken the positive effect of review temporal distance.•A negative dining experience strengthens the positive effect of review temporal distance.•Consumers who posted reviews via mobile devices are less likely to be socially influenced and tend to deviate from prior review ratings. The objective of this study is to investigate how review temporal distance influences the conformity of consumer restaurant review ratings. By employing an innovative dataset pairing consumer reservation records and consumer online reviews, the findings of this study indicate that (1) in general, temporal distance has a positive influence on restaurant evaluation conformity; (2) consumption experience valence moderates the influence of review temporal distance on restaurant evaluation conformity, with a negative dining experience strengthening the positive effects; (3) review device moderates the influence of review temporal distance on review conformity, with reviews posted via mobile devices weakening the positive effect of temporal distance; and (4) compared to reviews posted via PCs, mobile reviewers appear less likely to be influenced by prior reviews. Findings from this study provide practical insights for restaurants’ management of online reviews.