Salleh, S.; Hashim, H., N.; Murphy, J. at ENTER2016 eTourism Conference

1. ENTER 2016 Research Track Slide Number 1
The Role of Information Quality,
Visual Appeal and Information
Facilitation in Restaurant Selection
Salmalina Salleha
,
Noor Hazarina Hashima
and
b
Jamie Murphy
a
Universiti Teknologi Malaysia, Malaysia
salmalina.phd@gmail.com
m-hazarina@utm.my
b
Australian School of Management, Australia
jamie.perth@gmail.com

2. ENTER 2016 Research Track Slide Number 2
Introduction
• Social Media Role as new socialisation
agents
• Young Adults' Consumer Behaviour
• Electronic Word of Mouth (eWOM)

3. ENTER 2016 Research Track Slide Number 3
1. the relationship of information quality,
visual appeal, and information facilitation
features on perceived diagnosticity, and;
2. the mediating effect of perceived
diagnosticity on the relationship among
information quality, visual appeal, and
information facilitation with restaurant
selection intention.
Research Objectives

4. ENTER 2016 Research Track Slide Number 4
Literature Review, Research
Framework and Prepositions
Development

5. ENTER 2016 Research Track Slide Number 5
Socialisation Agents
• Parents
• Mass Media
• School
• Peers
• Relatives
• Neighbours
• Nowadays social media

6. ENTER 2016 Research Track Slide Number 6
LITERATURE REVIEW: eWOM ELEMENTS
Text
Visual
#hashtags

7. ENTER 2016 Research Track Slide Number 7
LITERATURE REVIEW: eWOM ELEMENTS
(Cont)
Three Elements
1. Information Quality (Tseng & Hsu, 2010)
2. Visual Appeal (Wang, 2011)
3. Information Facilitation
Information
Quality
Visual
Appeal
SUPPORTED
Information
Quality
Visual
Appeal
NONE
Information
Facilitation

8. ENTER 2016 Research Track Slide Number 8
KEY THEORIES USED
• The EKB model developed by Engel, Kollat
and Blackwell (1968)
• Consumer Socialization Theory (CST)
developed by Ward (1974)

9. ENTER 2016 Research Track Slide Number 9
Conceptual Framework
Information
Quality
Visual Appeal
Information
Facilitation
P1
P2
P3
P4
Restaurant
Selection
Intention
P5a,b,c
Perceived
Diagnosticity
The EKB Model
Consumer SocializationTheory (CST)

10. ENTER 2016 Research Track Slide Number 10
Propositions Development
Literature Review Propositions Proposition Statements
Good quality of information
facilitates customers to evaluate
product or service prior to
purchase
P1
Information quality provided by
Instagram users positively affects
perceived diagnosticity
Photos help customers form
product images that lead to
purchase intention
P2
Visual appeals will affect
perceived diagnosticity
#hashtags provide extra
information and picture
descriptions thus facilitates
consumer information search
P3
Information facilitation provided
by the #hashtags in Instagram
will affect perceived
diagnosticity
High information diagnosticity
could help customers understand
the product carefully and
influence consumer cognitive
assessment of product features
P4
Positive perceived diagnosticity
will lead to higher intention to
select a restaurant.

11. ENTER 2016 Research Track Slide Number 11
Literature Review Propositions Proposition Statements
Information received help
customers evaluate the
product or service prior to
purchase intention
P5a
Perceived diagnosticity
mediates the relationship
between information quality and
customer intention to select a
restaurant.
Photos could guide
customers in evaluating the
product and lead to purchase
intention.
P5b
Perceived diagnosticity
mediates the relationship
between visual appeal and
intention to select restaurant
Information facilitation
assist customers information
search thus assist in
evaluating products that will
lead to purchase intention
P5c
Perceived diagnosticity
mediates the relationship
between information facilitation
provided by the #hashtags in
Instagram and intention to select
restaurant

12. ENTER 2016 Research Track Slide Number 12
Conclusion
Academia;
adds to the paucity of research on photo-based social
media, particularly in developing countries
extends the application of CST to online consumer
behaviour research
Information facilitation as a new elements of eWOM
Industry;
 help industry players
 as a new marketing tool

13. ENTER 2016 Research Track Slide Number 13
Thank You
Q & A Session