ABSTRACT

Research findings have shown that consumers’ cultural backgrounds affect their evaluations on products or services. We argue that the ethnic affinity between consumers and service providers can affect their evaluations and online engagement after consumption. Using the information of 359,885 consumer reviews and their profile images collected from restaurants in New York City listed on Yelp, we employ face recognition and a difference-in-differences (DID) design. The results suggest that the ethnic affinity between consumers and restaurants induces consumers to post positive reviews with high ratings and sentiments; their engagement in posting reviews is also enhanced with longer texts and more photos. These findings offer direct implications for restaurant managers and online booking platform operators from the perspective of hospitality marketing and management.

现有研究表明消费者的文化背景会影响其对产品和服务的评价, 本研究认为消费者和服务提供商之间的种族亲和力会对消费者的在线评价和在线参与行为产生影响。本研究基于纽约市Yelp平台餐厅的359885条消费者评论, 采用了图像识别模型识别消费者头像信息, 并进一步构建了双重差分模型进行实证分析。研究结果表明, 消费者与餐厅之间的种族亲和力会促使消费者发布含有更高评分、更多字数和图片的评论。

摘要

研究结果表明，消费者的文化背景会影响他们对产品或服务的评价。我们认为，消费者和服务提供者之间的种族亲和力会影响他们在消费后的评价和在线参与度。使用从 Yelp 上列出的纽约市餐厅收集的 359,885 条消费者评论信息和他们的个人资料图片，我们采用人脸识别和差异中的差异 (DID) 设计。结果表明，消费者和餐厅之间的种族亲和力会促使消费者发布具有高评级和情绪的正面评论；更长的文本和更多的照片也增强了他们对发布评论的参与度。

研究表明文化背景会影响其对服务服务的评价评价评价的的的认为认为认为消费者消费者消费者和和和服务提供商提供商之间的的种族亲和力会力会对消费者消费者的YELP平台平台的的的的的餐厅条消费者消费者消费者消费者消费者消费者消费者消费者头像头像头像信息信息信息信息信息信息信息信息信息信息信息并并并构建了双双重重差分模型进行进行实证作者发布包含更高评分、更多字数和图片的评论。