Research On Selection Mechanism Of Ewom Publishing Platform For Restaurant Customers

Electronic word-of-mouth(eWOM)is very important to the development of businesses in the Internet era.With the popularity of social networks,consumers can choose social media platform besides traditional e-commerce platform when publishing electronic word-of-mouth.Also,Electronic word-of-mouth publishing on social media platform becomes a trend.As consumers pay more attention to consumer experience,the impact of consumer emotions on consumer behavior can’t be ignored anymore.In the 21st century,whoever can grasp the customer’s emotion will easily gain a dominant position in the market competition.For the catering industry with greater word-of-mouth dependence,by using empirical research and objective data analysis,the influence of dining experience on consumers’ willingness to release eWOM and the selection of releasing platform and the difference in word-of-mouth content on different platforms were discussed from the perspective of emotion.The results showed that:Firstly,dining experience and the willingness to release eWOM have U type relationship,that means consumers will have a stronger willingness to release eWOM when experience was better or worse,mediated by consumption emotion.Secondly,it pointed out consumers’ emotion influenced on the choice of eWOM releasing platform.Consumers with positive affect tend to share their experiences on social media while those with negative affect prefer e-commerce websites.Thirdly,How openness-to-feeling(OF)moderate the relationship between emotion and intention was discussed.The result showed that the moderating effect only happened in the consumer’s positive emotion,i.e.the individual with higher OF,effect of positive emotion on eWOM publishing behavior will also be stronger.There are significant differences in word-of-mouth content between e-commerce platforms and social media platforms.Contents about food,service,environment and other dining experiences tend to be published on e-commerce platforms,while consumers’ ersonal privacy on social media platforms discloses more.